Fast-fashion greenwashing and the power of trademarks

As the ‘green’ fashion claims of ASOS, Boohoo and Asda come under greater scrutiny, the role of IP has become vital in securing consumers’ trust, as Kerry Russell and Charlotte Cassells of Shakespeare Martineau explain.

The UK's Competition and Markets Authority (CMA) has launched an investigation into three major fast-fashion brands over alleged misleading sustainability claims.

The competition watchdog will examine claims made by ASOS, Boohoo and George at Asda about their fashion products, including clothing, footwear and accessories.

The move forms part of its ongoing investigation into potential greenwashing—a form of deceptive marketing to persuade the public that an organisation's products, aims and policies are environmentally friendly.