Members can help end greenwashing, Better Cotton claims
Sustainability initiative Better Cotton has issued a statement welcoming European Union proposals for companies to substantiate environmental claims.
Under the proposals, claims must be accompanied by accurate and verifiable information to justify sustainability credentials.
A rise in greenwashing has caused uncertainty in society about the authenticity of companies’ sustainability claims, Better Cotton has said, hindering consumers’ ability to make informed purchasing decisions.
In its statement, it said there was a strong need for clear guidance on how claims are communicated to standardise industry practice and put an end to greenwashing.
It added that companies engaging with Better Cotton will be able to point to the initiative’s own standard system and claims framework “to communicate their commitment in an accurate and credible way”.
