Online retailer, Boohoo, has been reprimanded by the ASA (Advertising Standards Authority) again after it was found to be advertising a jumper as \u201cfaux fur\u201d which had pom poms that were in fact made from real fur.\r\n\r\nThe advert stated the item of clothing on sale was a \u201cfaux fur pom pom jumper\u201d, however the ASA said it \u201cunderstood that the pom poms were real fur\u201d, expressing concern that the advert could be \u201cmisleading\u201d. \r\n\r\nBoohoo replied to the ASA\u2019s challenge by saying that it \u201chad a strong commitment against the sale of real fur in any of their products\u201d. The company said it had \u201crobust policies\u201d in order to adhere to its fur commitment, and said it was their understanding that the product did not contain real fur.\r\n\r\nThe online retailer said it had obtained the fur from an \u201cexternal UK-based supplier\u201d, who were aware of Boohoo\u2019s fur commitments and had signed an acknowledgement form committing to not supplying products containing real fur. Boohoo said it had tested the product and it passed, meaning that no further tests were carried out.\r\n\r\nHumane Society International, purchased a sample of the item for testing and found that the pom poms on the jumper did contain traces of real fur, thought to be rabbit. As a result of the findings, Boohoo removed the jumper from sale and stopped orders for more stock of the item.\r\n\r\nDespite Boohoo removing the item, the ASA still said that it considered the advert \u201cmisleading\u201d as the Humane Society tests had proved that there were traces of real fur, meaning the company had breached its code. \r\n\r\nThe ASA told Boohoo that the ad \u201cmust not appear again in the form complained about\u201d and \u201cnot to state that products included \u2018faux fur\u2019, if that was not the case\u201d.\r\n\r\nThe ASA said in a statement: \u201cWe acknowledged that Boohoo had removed the product from sale following receipt of the complaint. We also acknowledged that they had quality control procedures in place to identify real animal fur, though we understood they did not retain detailed reports on the tested stock other than to say that it had passed those tests. \r\n\r\n\u201cBoohoo\u2019s records showed that a sample of fur from the product in question had passed internal tests. However, given that we had seen evidence that the product obtained by Humane Society International contained real animal fur, we concluded that the ad was misleading and breached the Code.\u201d\r\n\r\nJust last month, the retailer was found to be \u201cbreaking rules around sales promotions\u201d over its \u2018countdown clock\u2019 promotions.