The UK's Competition and Markets Authority (CMA) has released a compliance guide for fashion brands to help them adhere to consumer law and create a fair market environment. The guide, based on the CMA's Green Claims Code, aims to ensure that green claims made by fashion retailers are accurate and trustworthy for consumers.

In addition to the guide, the CMA has sent letters to 17 well-known fashion brands, urging them to review their business practices concerning green claims. The letters address concerns such as the use of vague terms and the inclusion of products in 'eco' ranges without meeting specific criteria.

The CMA's actions are part of a broader initiative to crack down on greenwashing in the fashion industry. Following investigations into major retailers like ASOS, Boohoo, and George at Asda, the CMA secured commitments from these brands to ensure transparent and accurate green claims.

The compliance guide provides practical tips for fashion brands on how to present green claims accurately, including providing clear information about products, setting out criteria for green collections, and being specific in labeling products as sustainable. The guide also includes illustrative examples to assist businesses in applying the recommendations.