Is CMA’s fashion greenwashing probe start of a wider clampdown?

The CMA’s high-profile investigation into greenwashing in fashion, now targeting three well-known brands, has raised hopes of a more robust regulatory approach.

Last week, the UK’s Competition and Markets Authority announced it will be scrutinising sustainability claims made by popular fashion brands ASOS, Boohoo and George at Asda. The move comes as part of its ongoing investigation into potential greenwashing within the fashion industry and across other sectors, and follows concerns that firms could be making misleading claims about how eco-friendly their products really are.