Asos PLC and boohoo Group PLC have promised to make ‘accurate and clear’ environmental claims for their fashion items, following a probe by the UK Competition & Markets Authority.

The duo’s pledge, also made by Asda’s George offering, will mean consumers ‘can now expect to see accurate and clear green claims when shopping for fashion items’, the UK watchdog explained.

‘The undertakings secured by the Competition & Markets Authority commit Asos, Boohoo and George at Asda - which together make over £4.4 billion annually from UK fashion sales alone - to change the way they display, describe, and promote their green credentials,’ the CMA added.

‘The move comes after the CMA launched an investigation into Asos, boohoo and George at Asda to scrutinise their fashion ’green’ claims in July 2022, having identified concerns of possible greenwashing during its initial review of the fashion sector.’

The undertakings were made ‘without any admission of wrongdoing or liability’ from the trio, the CMA added.

boohoo said the CMA found it did not breach ‘any consumer protection law’.

‘Throughout this 20-month process, the group has worked closely with the CMA to provide it with necessary information and disclosure, and has voluntarily agreed to enter into undertakings with the CMA,’ the retailer said.

‘The group has not intentionally misled customers and is committed to best-practice and providing customers with accurate information on the products they buy while delivering progress on its sustainability strategy. The group has found the investigation to be insightful and hopes the undertakings will provide further guidance to the industry.’

boohoo shares traded 1.4% higher at 35.75 pence each in London on Wednesday morning. Asos was down 0.1% at 378.38p.

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