Dutch Regulator Says H&M Ads Include Unsubstantiated Sustainability Claims

H&M is slated to revisit the language that it uses to advertise supposedly “sustainable” offerings, such as those from its Conscious Collection, following a probe by a Dutch market regulator. In the wake of an investigation by the Netherlands Authority for Consumers and Markets (“ACM”), which found that H&M has engaged in greenwashing, namely, by making “unclear and insufficiently substantiated sustainability claims,” including its use of terms like “ecodesign” and “conscious,” the Swedish fast fashion giant has agreed to “adjust” or refrain from making unsubstantiated sustainability claims on – or in connection with – its offerings in order to “minimize the risk of misleading practices involving sustainability claims.” Read more at The Fashion Law.

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