Mass balancing accused of misleading consumers
15/08/2025
The case highlights ongoing concerns about mass balance methodology, which forms the basis of the Better Cotton, a Swiss certification system created in 2009. As governments enact stricter regulations concerning environmental marketing claims, Better Cotton has announced a phasing out of mass balancing.
“Kmart’s absolute claim of ‘100% sustainably sourced cotton’ implies a high level of certainty that we believe Kmart did not have,” declared Vanessa Horne, general manager of the Commerce Commission. The retailer has acknowledged that its Better Cotton was mixed with conventional cotton in the supply chain. The difficult-to-substantiate claims for 100% sustainable cotton were made over a period starting in August 2023 and were removed by the retailer in October 2024.
“Our message to businesses is simple: if you can’t back it up, don’t say it,” added Ms Horne.
For a look at mass balancing in raw material certifications, see our feature here.
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