Ireland's consumer protection agency, the Competition and Consumer Protection Commission (CCPC), has issued a strong warning to the fashion industry regarding misleading claims of sustainability. This initiative aligns with similar efforts by global regulators to tackle what has been termed "greenwashing," where brands assert eco-friendly practices without credible evidence.
In a shared communication, the CCPC emphasised the importance of accuracy in environmental claims, stating that vague and ambiguous terms often used by fast fashion retailers—like calling products “green” or “sustainable”—are not only misleading but statistically unlikely to be substantiated. According to the CCPC, the textile industry is responsible for approximately 8% of global greenhouse gas emissions and 20% of global wastewater, underscoring the significance of truthful marketing in addressing environmental issues.
The CCPC's letter also advised retailers against using vague marketing catchphrases. For instance, terms like “filter by sustainability” or “sustainable product range” lack precision and do not provide consumers with an accurate understanding of the environmental impact of the products. The document stressed that companies must ensure any claims about their products are not only clear and truthful but also backed by sufficient evidence.
Furthermore, the CCPC highlighted that implicit green claims—such as using imagery of rainforests, leaf symbols, or green backgrounds—fail to convey the actual environmental benefits of the products. The agency has urged retailers to support their marketing with specific measures and initiatives already undertaken, rather than making broad aspirational statements about future goals.
The commission's directive comes amidst increasing scrutiny of sustainability claims in the fashion sector. A 2023 report by Greenpeace found that a significant number of sustainability claims could be misleading, with around 39% of the representations assessed deemed false or deceptive. The report indicated that many clothing items labelled as “recycled” lacked evidence to prove they belong to a truly circular clothing system, reinforcing the notion that fast fashion cannot be sustained in an environmentally friendly way.
In conclusion, the CCPC has underscored that the responsibility lies with fashion brands to avoid misleading consumers. Compliance with consumer protection and marketing laws entails that companies should not present vague or exaggerated claims regarding the sustainability of their products, as the thresholds for proving such claims are often very high.
Source: Noah Wire Services