US Regulators To Update Green Guides To Clamp Down On Greenwashing

by: Well Made Clothes Staff | 1 month ago | News

Image: via Well Made Clothes.

The US Federal Trade Commission (FTC) has announced it will review its Green Guides in 2022.

The Green Guides outline general principles for making environmental marketing claims, and have not been updated since 2012. The announcement comes after industry organisation PoliticallyInFashion and 40 fashion brands sent a letter to the FTC urging them to update The Green Guides.

“The Green Guides have been a valuable resource for brands, marketers, retailers, and consumers since they were first issued in 1992 but they have not been updated since 2012,” said Hilary Jochmans, Founder of PoliticallyInFashion.

This news comes as other government organisations move to regulate environmental marketing claims.

Earlier this year the UK’s Competition and Market Authority (CMA) published draft guidelines on making environmental claims, and in January the Netherlands Authority for Consumers and Markets (ACM) released five “rules of thumb” for environmental claims.

These regulations are important because greenwashing is rife and industry supply chains are so complex customers cannot be expected to decipher these claims on their own.

The International Consumer Protection and Enforcement Network (ICPEN), which is a network of the consumer protection authorities of over 65 countries recently swept a set of websites globally and found up to 40% of environmental claims could be misleading.

The Changing Markets Foundation recently released a report, ‘Synthetics Anonymous’, which found that 59% of claims made by the world’s biggest fashion brands about the sustainability of the fabrics used in their products were misleading. More specifically, it found that 96% of H&M’s sustainability claims did not meet the CMA’s guidelines and that its Conscious Collection contained more synthetic material than its main collection.

It is critical that the governments regulate ethical marketing and introduce ethical marketing frameworks that labels can comply with so well-intentioned customers can choose ethical products over conventional products with confidence.

Via Vogue Business and PoliticallyInFashion

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