Fashion retailer accused of misleading consumers by selling real fur as ‘faux fur’

by Apparel Resources News-Desk

11-January-2019  |  2 mins read

BOOHOO Pom Pom Sweater Mislabeled as Faux Fur
Image courtesy:

Online fashion retailer,, has been called out for selling real fur products under the pretence of false labels marking them as faux-fur products. Britain’s Advertising Standards Authority (ASA) has issued a rule against the e-commerce giant along with Zacharia Jewellers, the accessories retailer for mislabeled products.

The charity for animal welfare, Humane Society International, discovered the mislabeling practices in September 2018. They identified Boohoo’s faux fur pom-pom sweater and Zacharia Jewellers’ faux fur pom-pom headband, which was being sold on Amazon, as real fur products, ascertained by tests performed by independent textiles analyst.

Both the retailers responded to the allegations by blaming the suppliers for misleading them and stating that they were the victims of fraudulent practices.

Despite the counter statements, ASA ruled that the particular products breached the code of conduct published by the Committee of Advertising Practice and that the retailers were responsible of falsely advertising their products that eventually misled the consumers, making them believe that they were purchasing fur-free items.

Boohoo then gave another statement to WWD stating “The product in question was checked for real fur using our own approved tests and procedures by our in-house Quality Assurance team and the results of the testing showed that real fur was not present in the product.”

Despite the statement and Boohoo’s quality control procedures, ASA went ahead with its ruling on the basis of evidence submitted by Humane Society International.

“We are continuing our own investigations. We uphold our commitment against the sale of real fur in any of our products and continue to investigate the matter internally and with our supplier in question, and we do so with a matter of priority.” – Boohoo

Share This Article