Environmental (green) claims are claims which suggest that a product, service, process, brand or business is better for the environment. The CMA started investigating green claims made by ASOS, Boohoo and George at Asda in 2022. All 3 companies have now agreed to a set of rules about how they’ll display, describe, and promote their green credentials. The CMA also published an open letter to the fashion retail sector to highlight the need for businesses to consider their obligations under consumer protection law.
You can read the CMA press release about green claims on the CMA website.
You can report a misleading green claim to the Advertising Standards Authority.