In response to CMA's probe into greenwashing, Asos, Boohoo, and Asda pledge to implement "historic reforms".

Online fashion shops Asos and Boohoo, along with the supermarket apparel brand George at Asda, have pledged to use "only accurate and clear green claims" in response to the Competition and Markets Authority (CMA) of the United Kingdom's assault on "greenwashing" in the industry.

This action follows the CMA's 2022 inquiry into whether these businesses' eco-friendly representations concerning the sustainability of their fashion items were deceiving customers. Even though it was determined that none of the firms had broken any consumer protection regulations, they have all decided to update the way they showcase their green credentials. To ensure that eco-friendly features are effectively represented in pictures and filters, it is necessary to provide clear and precise information on fabrics, as well as to set defined standards for environmental collections.

The fashion sector is encouraged to take note of these promises by the CMA, which stressed the need of substantiating environmental statements with verifiable measures. CEO of Boohoo Group PLC, John Lyttle, acknowledged his happiness with the deal and emphasized the company's commitment to working with other fashion industry players to address sustainability issues.