The Competition and Markets Authority (CMA) has opened an investigation against Asda to scrutinise its green claims.
The investigation will examine green claims made by George at Asda about its fashion products, including accessories, clothing and footwear.
According to the CMA, several issues will be examined including whether language used in ‘George for Good’ is “too broad and vague”and are more environmentally sustainable than they actually are.
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It will also examine, some items in the collection , on whether or not they do not meet the criteria used by the business.
The CMA will also investigate, the criteria used by the Big 4 grocer, to decide which products to include in these collections may be lower than customers might reasonably expect from their descriptions and overall presentation – for example, some products may contain as little as 20% recycled fabric.
As well as any statements made by the companies about fabric accreditation schemes and standards are potentially misleading.
At this early stage, the CMA said it has not reached a view as to whether there have been any breaches of consumer protection law.
Last July, the CMA investigated claims over greenwashing from Asda, Asos and Boohoo.
At the time, CMA interim CEO Sarah Cardell said: “People who want to ‘buy green’ should be able to do so confident that they aren’t being misled. Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine.
“We’ll be scrutinising green claims from Asos, Boohoo and George at Asda to see if they stack up. Should we find these companies are using misleading eco claims, we won’t hesitate to take enforcement action – through the courts if necessary.
“This is just the start of our work in this sector and all fashion companies should take note: look at your own practices and make sure they are in line with the law.”
