BRC boss warns greenwashing crackdown will discourage retailers

The CEO of the British Retail Consortium, Helen Dickinson, has warned that the CMA’s crackdown on greenwashing risks retailers scaling back their sustainability efforts. 

Dickinson’s comments to The Times follows the CMA’s announcement that it had secured “landmark changes” after the authority investigated the eco-friendly claims made by Asos, Boohoo and George at Asda. 

These fashion retailers have recently agreed to clarify the way they display, describe and promote environmental credentials, including outlining the minimum requirements for their sustainably-conscious collections.

While Dickinson recognised the need for businesses to be more transparent about their processes, she also said there was “a real risk they will pull back and not feel confident to shout about the things they are doing well”.

She also encouraged the CMA to “work for retailers to make sure they can stand behind what they’re saying and live up to the claims they’re making”.

The regulator is also investigating claims made in the FMCG sector to ensure that shoppers are not being misled about their eco-friendly credentials.

A CMA spokeswoman told The Times: “A key part of our green claims work is helping businesses to understand and comply with their legal responsibilities when making environmental claims.

“That’s why we created the green claims code — a detailed set of principles, with case studies, that helps businesses talk about their environmental actions in a clear and accurate way. As we move forward with our work in this area, we’ll continue to engage with businesses.”