The undertakings secured by the Competition and Markets Authority (CMA) commit ASOS, Boohoo and George at Asda – which together make over £4.4 billion annually from UK fashion sales alone – to change the way they display, describe, and promote their green credentials, meaning millions of customers can expect to see clear and accurate green claims.The move comes after the CMA launched an investigation into <a href="https://www.gov.uk/government/news/asos-boohoo-and-asda-investigated-over-fashion-green-claims" class="govuk-link">ASOS, Boohoo and George at Asda to scrutinise their fashion ‘green’ claims in July 2022</a>, having identified concerns of possible greenwashing during its initial review of the fashion sector.Sarah Cardell, Chief Executive at the CMA, 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.The firms have each signed undertakings that commit them to an agreed set of rules around the use of green claims. Amongst other things, these include:All 3 firms must also regularly provide the CMA with reports on how they are complying with the commitments they signed – as well as taking steps to improve their internal processes.As part of today’s update, the CMA has also issued an <a href="https://www.gov.uk/government/publications/open-letter-to-fashion-retail-sector-about-environmental-claims" class="govuk-link">open letter to the sector, urging fashion retail businesses to review their claims and practices in light of the undertakings</a>, which set a benchmark for the industry. To further help businesses stay on the right side of the law, the CMA is set to build on its current <a href="https://www.gov.uk/government/publications/green-claims-code-making-environmental-claims/environmental-claims-on-goods-and-services" class="govuk-link">Green Claims Code</a>, with additional information that will be tailored to the fashion sector.For more information, visit the <a href="https://www.gov.uk/cma-cases/asos-boohoo-and-asda-greenwashing-investigation" class="govuk-link">ASOS, Boohoo and Asda: greenwashing investigation page</a>, and the <a href="https://www.gov.uk/government/collections/misleading-environmental-claims" class="govuk-link">Misleading environmental claims collection page</a>.

CMA's Landmark Changes in Green Claims by ASOS, Boohoo, and Asda

The Competition and Markets Authority (CMA) investigated ASOS, Boohoo, and George at Asda for potential greenwashing in their fashion 'green' claims. The CMA secured undertakings from the companies to change the way they display, describe, and promote their green credentials. This includes following agreed rules on green claims, providing regular reports to the CMA, and improving internal processes. The CMA also issued an open letter to the fashion retail sector, urging businesses to review their claims and practices. The CMA plans to enhance its Green Claims Code with tailored information for the fashion sector, setting a new standard for the industry.

CMA's Landmark Changes in Green Claims by ASOS, Boohoo, and Asda

The CMA has secured commitments from ASOS, Boohoo, and Asda to improve the accuracy of their green claims in the fashion sector, setting a benchmark for the industry.