Competition Authority guidance for the fashion and textile industry on sustainability and eco-labelling

The International Consumer Protection Enforcement Network (ICPEN) addressed the fashion and textile industry players in an open letter at the end of April regarding sustainability claims used in the sector. The letter was signed by twenty national consumer protection authorities, including the GVH. The aim of the guidelines is to put consumers in a more favorable decision-making position.

The GVH notes that it has been paying special attention to the issue of green claims for years and has provided numerous information materials to help law-abiding businesses apply appropriate practices.

According to the competition authority, the letter sets out several principles for the formulation and use of green claims, which can promote a higher level of transparency and legal compliance. It noted that national regulatory backgrounds may differ, and the guidance focused on principles that apply to businesses operating in the countries of all signatory authorities.

Among these, the truthfulness and accuracy of the claims were mentioned, as well as the fact that they can be supported by evidence of sufficient quantity and quality. As a principle, they warn against the use of overly general claims and terms – such as environmentally friendly, green or sustainable – and draw attention to the avoidance of unfounded or vague claims about future aspirations, as well as the emphasis on measures already taken or in progress.

In its statement, the GVH recalls that it published a study summarizing the results of its market analysis of green claims in early 2024. Among other things, they highlight that green advertising messages are often unclear and confusing, and that a significant portion of consumers are unaware of the exact content and meaning of individual claims and labels.