The Competition and Markets Authority (CMA) is investigating ASOS, Boohoo, and Asda for making eco-friendly and sustainable claims about their fashion products.

The move is part of the CMA's ongoing investigation into potential greenwashing and comes in response to customer concerns about how the firms' products are represented as environmentally beneficial.

The CMA investigated the fashion industry in January 2022 and uncovered issues about possibly deceptive green promises. A lot of corporations gave the idea that their products were "sustainable."

The CMA has written to the three companies to express its concerns and will collect evidence to further its inquiry.

Sarah Cardell, interim CEO of the CMA, said that people who want to ‘buy green’ should be able to do so confident that they aren’t being misled. Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine. They’ll be scrutinizing green claims from ASOS, Boohoo, and George at Asda to see if they stack up. Should they find these companies are using misleading eco claims, they won’t hesitate to take enforcement action – through the courts if necessary. This is just the start of their work in this sector and all fashion companies should take note: look at their own practices and make sure they are in line with the law.