H&M's advertising for "Concious Collection" violates Norwegian law, claims the country's Consumer Agency, the Consumer Authority, because consumers are not told why the clothes are "green". Arguments that H&M now promised to change, but H&M are not alone in selling with environmental arguments.

The environmental interest has become profitable for companies. The interest is already great. In Sweden, three out of four consumers want to buy more sustainable (according to the Swedish Environmental Protection Agency's 2018 survey)

Jenina Dahlberg, who works with sustainability at the nonprofit association Swedish Consumers, thinks it is good if the authorities act because companies will test the boundaries as interest in sustainable clothing increases.

Safe choices

With advertising that is fuzzy, it can be difficult to choose the right one. In addition to buying fewer garments and buying second hand, there are ways to buy new with a good environmental conscience.

- I think you should look for serious labels that are available, for example: "Good environmental choice", "The Swan" and "GOTS" because then there is a third party that reviews that the companies live up to certain rules, "says Jenina Dahlberg of Sweden. Consumers to SVT.

She continues:

- It's better than just settling for different types of green choices that companies throw in, says Jenina Dahlberg.