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Share of false claims of sustainability in among online shops of select fashion brands operating in Europe in 2021

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Source

Release date

June 2021

Region

Europe, United Kingdom

Survey time period

June 2021

Number of respondents

4,000+ products from 12 brands' online shops

Supplementary notes

The source analyzed over 4,000 products from 12 brands’ online Spring/ Summer 2021 collections and applied the UK Competition and Markets Authority’s new guidelines on green claims to assess sustainability claims and greenwashing.

Citation formats

False green claims in online shops of fashion brands in Europe in 2021

Published by
Yihan Ma,
Jun 12, 2025

In 2021, H&M was the brand with the most false claims of sustainability among products in its online shop, with ** percent of the brand's sustainable claims going against the UK Competition and Markets Authority's guidelines. ASOS was next, with ** percent of false green claims on their website. 

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Topics

Greenwashing in e-commerceSustainable e-commerce in FranceSustainable e-commerce in Germany, Austria, and SwitzerlandSustainable fashion consumption in ItalySustainability in e-commerce
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