UK fashion brands and retailers have hailed the Competition and Market Authority’s (CMA) draft guidance about ‘green claims.’ As reported by Drapers Online, CMA released a draft of six principles earlier this year for businesses including fashion brands to follow while making environmental claims. It entails, brands need to be truthful, accurate, clear and unambiguous, while making such claims. They must not omit or hide important information, must only make fair and meaningful comparisons, must consider the full life cycle of the product, and must be substantiated.

The CMA will now enter a consultation period on the draft guidelines until 16 July with the final guidance expected to be released at the end of September. The new principles were put forward after the CMA began researching the impact of green marketing on consumers last year, and found that 40 per cent of green claims made online could be misleading.

Twanna Doherty, Managing Director and Owner, Yogamatters, an online yoga-wear and equipment retailer says, the new guidelines could also help retailers navigate claims from their suppliers. However, they could also lead to an increase in misleading information, adds Rebecca Morter, Founder and CEO, Lone Design Club, a popup retail concept.