The clothing industry is working to become more sustainable. Advertising is constantly appearing that some products are more environmentally friendly than others. The question is what information you as a consumer can trust. – When the clothing industry and others use environmental claims in marketing, it is important that the environmental claims are correct. The director of the Norwegian Consumer Agency, Trond Rønningen, writes on the authority’s website. Trond Rønningen is director of the Norwegian Consumer Agency. Photo: DAG JENSSEN / Forbrukertilsynet Forbrukertilsynet: Norrøna breaks the law Norrøna advertised that their t-shirts made of organic cotton had significantly less impact on the environment than other cotton shirts. Now the Consumer Agency writes that they can not see that the company has evidence for such a claim. Norrøna’s advertising is based on the industry tool Higg MSI, which measures the environmental impact of various textiles. But the Norwegian Consumer Agency believes that the research data on which Higg MSI is based are partly outdated and that they are not intended for the type of comparisons that Higg MSI makes. They also point out that Higg MSI does not document the environmental properties of a specific product. On Norrøna’s website, specific percentages are stated for how individual products should be better for the environment. This example is a t-shirt. Photo: Screenshot / Norrøna – The textile industry must be aware that marketing of environmental benefits, which is based on the industry tool MSI, can easily be considered misleading and illegal marketing, writes the director of the Norwegian Consumer Agency. In this case, the Authority has therefore concluded that the use of Higg MSI in marketing is misleading, and thus illegal. Norrøna has been told to remove or change the marketing. Do not want to mislead consumers – We do not want to mislead consumers in any way, but on the contrary ensure as good information as possible about the products that may be purchased. This is the response of the marketing director in Norrøna, Martin Lien, in an e-mail to news. Martin Lien answers that the desire is to ensure consumers good information. Photo: Norrøna At the same time, they acknowledge that the information about cotton production is not perfect, but according to Norrøna it is the best data available at the moment. Lien writes that they clearly state in their communication that it is based on generalized figures. Since the Authority does not agree with their presentation, they will now make the necessary updates to their texts. – A guidance meeting will be held with the Norwegian Consumer Agency in August, as we in no way have any desire to move in the border country in this important communication, Lien writes. A victory for Naturvernforbundet – This is a clear victory in the fight against greenwashing, and for the environment. We rejoice today, and see this as a great victory in principle. This is what the leader of the Nature Conservation Association, Truls Gulowsen, says. Truls Gulowsen is pleased with the Consumer Agency’s decision. Photo: Marte Iren Noreng Trøen It was the Nature Conservation Association that complained about the marketing of the t-shirts to the Norwegian Consumer Agency. Janne Gillgren works as a professional adviser in the association and explains that, based on investigations, they knew that the environmental claims did not hold up. – We were concerned that it was corrected, especially because it is so difficult for consumers to see through how these allegations are abused. The association believes that it is becoming increasingly difficult for consumers to navigate all the certification marks that exist and that it is time to clean up. H&M has been warned The Consumer Agency writes that they have also contacted Hennes & Mauritz where they inform that it will be misleading and prohibited, if they use Higg MSI as a basis for their environmental claims in marketing. H&M has until 1 September to arrange all its marketing in accordance with the assessments that have been made in the Norrøna case, and in accordance with the regulations for the use of environmental claims otherwise. The Norwegian Consumer Agency has also urged SAC, which is the supplier of the tool Higg MSI, to refrain from using the tool for marketing environmental benefits to consumers. Globally, the tool is used by many players in the textile industry in their work to become more sustainable. SAC responds to news that they appreciate that the Norwegian Consumer Agency shares its report, and that they take their findings very seriously. They will review the content of the analysis from the audit and provide answers when this is completed.
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The Norwegian Consumer Agency believes that Norrøna is breaking the law – news Norway – Overview of news from different parts of the country
