\n
![](\"https:\/\/fortune.com\/img-assets\/wp-content\/uploads\/2024\/03\/GettyImages-1042696216-e1711544822349.jpg?w=2048\")
<\/p>\n [ad_1]
\n<\/p>\n
There\u2019s no room for greenwashing in big fashion. Or at least that\u2019s what the U.K.\u2019s competition watchdog is hoping.\u00a0\u00a0<\/p>\n
Britain\u2019s popular clothing retailers ASOS, Boohoo and George at Asda signed formal pledges on Wednesday<\/a> at the instance of the regulator to ensure they only make green claims when they are accurate and conveyed clearly.<\/p>\n The Competition and Markets Authority (CMA) is attempting to crack down on greenwashing in the fashion industry, which is responsible for a notoriously high proportion of the world\u2019s carbon emissions<\/a>.\u00a0\u00a0\u00a0<\/p>\n These three retailers collectively generate \u00a34.4 billion ($5.55 billion) in annual sales in the U.K., and will now tweak how they display and promote green credentials to ensure environmental benefits, if any, aren\u2019t misrepresented.\u00a0<\/p>\n This could mean limiting the use of ambiguous terms like \u201ceco\u201d and \u201csustainable\u201d when referring to different fabrics, and more clear messaging around whether materials are organic or recycled, the CMA said on Wednesday.<\/p>\n The move underscores how rampant greenwashing is within fashion and sets a precedent for other brands to follow. The British regulator has been investigating green claims made by the three retailers for close to two years now.<\/p>\n CEO Sarah Cardell said the agreement was a \u201cturning point for the industry\u201d and that \u201cthe sector as a whole\u201d should revisit their practices.\u00a0<\/p>\n Shoppers are becoming increasingly aware of the environmental impact<\/a> of fast fashion, prompting them to turn to brands that offer cleaner, more climate-friendly alternatives. However, several prominent fashion houses have come under fire for making pompous green claims<\/a> to lure climate-conscious shoppers, even if they aren\u2019t entirely true.\u00a0<\/p>\n Take H&M, for instance. Its \u201cConscious Collection\u201d line of clothing says it\u2019s better for the environment but has been scrutinized by European regulators for being misleading<\/a> with its claims.\u00a0<\/p>\n To be sure, concerns surrounding the environmental footprint of the industry stretch beyond sustainability claims\u2014companies are also trying to tackle textile waste<\/a> that ends up in landfills.\u00a0<\/p>\n It could take decades before the fashion industry achieves tangible progress<\/a> in slashing its environmental impact. However, curbing greenwashing practices could be the first step to eventually getting there.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n An Asda spokesperson told Fortune <\/em>in a statement that it was \u201cproactively engaged with CMA\u201d and was \u201cpleased\u201d to have reached a voluntary agreement.<\/p>\n Representatives at Boohoo and ASOS didn\u2019t immediately return Fortune<\/em>\u2019s request for comment.<\/p>\n<\/div>\nSubscribe to the new Fortune CEO Weekly Europe newsletter to get corner office insights on the biggest business stories in Europe. Sign up<\/a> for free.<\/div>\n<\/div>\n