Helen Dickinson, the head of the British Retail Consortium, has cautioned that the Competition and Markets Authority’s (CMA) more stringent stance against greenwashing puts companies at risk of retreating from their sustainability initiatives.
Her remarks coincide with the CMA’s announcement that, after an investigation into eco-friendly statements made by Asos, Boohoo, and George at Asda over some of their apparel, it had secured “landmark changes.”
In order to prevent clothing from being marketed or labelled as part of an environmental range until it satisfies all applicable requirements, the fashion retailers have now agreed to provide clarification on how they present, characterise, and promote their environmental credentials. This includes laying out the minimal requirements for their environmental collections.
While acknowledging that companies must be more open about their workings, Dickinson cautioned that there was “a real risk they will pull back and not feel confident to shout about the things they are doing well.”
She stated that the CMA has to “work for retailers to make sure they can stand behind what they’re saying and live up to the claims they’re making” in addition to “making sure there is clarity for what is expected” from firms.
The regulatory body is currently looking into statements made in the fast-moving consumer products industry to make sure that consumers aren’t being mislead about their environmental credentials.
Bharat Tex Special Report 2026 
