// Asos, Boohoo and George all to be investigated by CMA in greenwash crackdown
// Removal of Asos’ Responsible Edit tool was proactive move says online fast fashion retailer
Asos has quietly removed the ‘Responsbile Edit’ section of its website, which brought together all clothing it deemed sustainable, ahead of an investigation into potential ‘greenwashing’ by the brand.
According to The i News, the retailer took the items off its website just a few weeks before scrutiny was due by the Competition and Markets Authority (CMA).
Asos launched its Responsible Edit range in June 2019, heralded as a one-stop shop for environmentally-conscious fashions, featuring 3,700 items from a range of brands.
Products were selected for the edit if they met certain sustainability criteria, such as if they were certified as contained recycled materials or sustainable fibres. Shoppers could also filter to see items made from recycled or sustainable materials.
But The i News reports that both the Edit and the filter were ditched by Asos ahead of news that the CMA was investigating the fashion firm over its environmental claims.
Both had disappeared from the Asos website by 15 July 2022, without any public announcement highlighting their removal.
Two weeks later, the CMA confirmed that it was investigating Asos, Boohoo and George at Asda over their potential use of “misleading eco claims”.
Amid growing powers to clampdown on greenwashing, the watchdog is concerned that brands are using vague language to market items as environmentally friendly, or weak criteria to decide if products are sustainable.
This may create the impression that clothing collections such as the “Responsible Edit” “are more environmentally friendly than they actually are”, the CMA said.
READ MORE: Asos and Boohoo targeted by short-sellers after CMA reveals greenwashing probe
Asos told The i News it “proactively” removed the Responsible Edit from its site in response to the CMA investigation.
“Asos took the decision to proactively remove the functionality of the Responsible Edit, including filters, from the website in June as we co-operated with the CMA’s review of the fashion retail sector and we informed them of this move,” said a spokesperson.
“We continue to work closely with the CMA as part of its investigation and remain committed to playing our part in making fashion more sustainable.”
Last month Asos announced a new sustainable range called the Circular Design Collection, which includes items designed around the principles of “reducing waste, and reusing and recycling more”.
The CMA has started to set out new expectations following the launch of the Green Claims Code last year detailing how businesses can communicate their green credentials without misleading customers or stakeholders and breaching consumer protection law.
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