George at Asda signs ‘landmark’ green claims agreement with CMA

Asda has signed a “landmark” green claims agreement, committing to accuracy and transparency after a Competition and Markets Authority (CMA) investigation scrutinised firms including George at Asda.

The supermarket must now ensure its fashion range adheres to the CMA’s green claims rules, such as making sure all claims are accurate and not misleading.

Key information must be “clear and prominent” and expressed in “plain, easy to read” language, while being visible to shoppers to avoid greenwashing.

Any statement about fabrics much be specific and clear and use words like “organic’ or “recycled”, rather than ambiguous and vague terms such as “eco”, “responsible”, or “sustainable” without further explanation.

Other new regulations include restrictions around criteria for green ranges, product filters, environmental targets, accreditation schemes, while the CMA has also clamped down on the use of imagery, meaning George at Asda will not be able to use nature-related images, like green leaves, to falsely suggest their product is environmentally friendly.


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Alongside the new regulations, Asda will now regularly provide the CMA reports on both its progress on compliance with signed commitments and work on enhancing its internal processes.

An Asda spokesperson added: “We have proactively engaged with the CMA throughout this process and are pleased to have mutually agreed the voluntary undertakings.

“We support any measures aimed at improving consumers’ understanding of environmental claims and providing clear and consistent guidelines to the fashion industry as a whole regarding the future use of such claims.”

George at Asda joins fellow fashion retailers Asos and Boohoo in signing the agreement. The CMA probed the three firms after identifying “concerns of possible greenwashing in the fashion sector” in its initial review.

The fashion brands were investigated in 2022 after “broad and vague” language were feared to be potentially “misleading” shoppers into buying products that were less environmentally friendly than advertised.

CMA chief executive Sarah Cardell said: “Following our action, the millions of people who shop with these well-known businesses can now have confidence in the green claims they see.

“This also marks a turning point for the industry. The commitments set a benchmark for how fashion retailers should be marketing their products, and we expect the sector as a whole – from high street to designer brands – to take note and review their own practices.”

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