The new legislation will see the CMA hand out substantial fines directly to businesses for breaching consumer law without the need to go through the court. Representing a shift in consumer protection, the new law will target those guilty of misleading environmental claims, or ‘greenwashing’.

This, the CMA says, is to impose direct and severe penalties on businesses found to be in breach of consumer law. This will implicate the apparel industry, as sustainability credentials increasingly impact consumer purchasing decisions. More and more fashion brands invest in marketing themselves as environmentally responsible and explore textile manufacturers in greater detail.

Under the DMCC Act companies found guilty of misleading