Ireland’s consumer watchdog, the Competition and Consumer Protection Commission (CCPC), has issued a stern warning to the fashion industry regarding unsubstantiated claims of sustainability in their products. Joined by other regulators, the CCPC has expressed concerns that many fashion brands are misleading consumers by asserting that their clothing is “green” or “sustainable” without providing valid evidence to support these assertions.
The CCPC's recent communication highlighted that the textile industry is a significant contributor to environmental issues, accounting for approximately 8% of global greenhouse gas emissions and 20% of the world’s wastewater. In the letter, the commission emphasised the importance of enabling consumers to identify retailers genuinely committed to reducing their environmental impact. This, it stated, would spur innovation and investment in sustainable technologies within the sector.
Retailers are now urged to ensure that their environmental claims are truthful, clear, and substantiated. Vague phrases like “sustainable product range” or “filter by sustainability” are discouraged, as they do not provide consumers with an accurate portrayal of a product's environmental benefits. Instead, the commission advises brands to focus on specific, verifiable actions they are taking towards sustainability.
The CCPC explained that marketing practices should specifically detail measurable initiatives rather than make broad, aspirational claims. For instance, stating a commitment to a specific fabric's environmental impact is deemed less misleading than general statements such as “we are committed to a better world.”
The issue of “greenwashing” has been prominent in media discussions, with criticism directed at fast fashion brands for claiming sustainable practices. A 2023 report from Greenpeace revealed that nearly 39% of sustainability claims in the textile, garment, and footwear sectors could be misleading. This report identified instances where clothing was labelled as “recycled” without evidence supporting the existence of a circular economy for such garments, reinforcing the transparency and accountability that consumers expect.
As these concerns continue to gain traction, the CCPC’s directive serves as a clear call for the fashion industry to adhere to stricter regulations and provide truthful representations of their environmental efforts, as stakeholders seek to elevate standards in sustainability across the market.
Source: Noah Wire Services