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LONDON – The UK’s Competition and Markets Authority (CMA) will investigate whether descriptions and labels being used to promote products claiming to be ‘eco-friendly’ could mislead consumers. The new programme will focus on a range of consumer sectors – with fashion and textiles a priority – and ask if exaggerated marketing claims around sustainability could be breaking the law.

Examples could include exaggerating the positive environmental impact of a product or service, using complex or jargon-heavy language, and incorrectly implying that items are eco-friendly via packaging and logos.

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