In a recent open letter published by the International Consumer Protection and Enforcement Network (ICPEN), twenty consumer authorities, including Ireland's Competition and Consumer Protection Commission (CCPC), have addressed the fashion retail sector regarding the use of environmental claims. The letter aims to set clear principles for retailers to follow, ensuring compliance with consumer protection laws and raising standards in the industry.

The authorities emphasize the importance of avoiding vague and general claims. Retailers are advised against using terms like 'conscious', 'green', or 'sustainable' without substantial evidence, particularly in an industry known for its environmental impact, such as textiles. Instead, they should focus on making accurate claims that are supported by credible certifications.

Furthermore, the letter encourages retailers to concentrate their marketing efforts on specific actions they are currently undertaking rather than vague future aspirations. For instance, a detailed claim about reducing water usage in jeans production is more credible than a broad statement about a commitment to sustainability.

Authorities also caution against overstating the significance of minor environmental measures. For example, while reducing water usage in jeans production is a positive step, it should not overshadow the overall environmental impact of the production process. Retailers are urged to present such improvements in a balanced manner to avoid misleading consumers.