These are brands regularly accused of being very polluting.
The British competition regulator, the CMA, will investigate these “fast fashion” brands such as Boohoo or Asos, to see if their environmental promises on certain products are misleading.
The CMA warns that its investigation could be extended to other brands, according to a press release on Friday.
The regulatory authority will "examine the claims of Asos, Boohoo and George at Asda", while these brands market certain clothing, shoes or accessories as being protective of the environment.
Possible legal consequences
"If these companies use misleading ecological arguments, we will not hesitate to act, in the courts if necessary", underlines the CMA.
The regulator recalls that it looked in January at the clothing sector, where some "54 million pounds are spent by consumers each year, and this first review has revealed concerns about potential misleading ecological arguments”.
Some companies “thus give the impression that their products are sustainable or better for the environment, for example by reporting the use of recycled materials, without information justifying these assertions”, argues the regulator.
The clothing industry is accused of being one of the most polluting in the world, in addition to accusations of questionable social practices.
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