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LONDON – The UK Government has issued a new guide to help consumers identify genuine environmental claims around the products they purchase. The move comes amid growing concern that consumers are being hoodwinked into purchasing products on the back of greenwashing, potentially undermining the current green drive by the government.

The guidance comes on the back of a recent briefing by the Competition and Markets Authority (CMA) which set out six key principles businesses can use to help them understand and comply with their existing obligations under consumer protection law when making environmental claims. The CMA, which has also issued the new guidance for consumers, has consistently referenced the fashion industry during its ongoing investigations into greenwashing.

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