Online fashion retailer Zalando is scrapping the “misleading” sustainability flags and icons displayed next to products on its platform following EU action.
The EU’s Consumer Protection Cooperation Network initiated a joint effort with Zalando back in April 2022 following concerns the retailer’s icons would mislead customers into thinking products are more sustainable than they are.
“After more than a year of intense work on our customer experience and close dialogue with the European Commission, we are pleased to have reached a mutual agreement,” Zalando said in a statement.
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From April 2024, information about products’ environmental benefits, such as the percentage of recycled materials used, will be provided by Zalando.
The EU is currently in the process of toughening its rules around misleading environmental claims and greenwashing.
Last month, the union gave its final green light on a law that make product labelling clearer and more trustworthy by banning environmental claims.
MEP Biljana Borzan said brands will “no longer trick people” by claiming products are sustainable based on the fact “the company planted trees somewhere”.
