Report finds fashion brands misleading on ethical claims, calls for stronger oversight

Some fashion brands are allegedly misrepresenting their products as being ethically produced and respectful of human rights, according to the Consumers’ Association, the Clean Clothes Campaign (SKC), and SOMO. The organizations are calling for stronger measures against this practice, commonly referred to as “social washing.”

The Consumers’ Association explains that social washing occurs when companies portray themselves as socially responsible, even though serious issues persist behind the scenes. They may advertise fair wages and decent working conditions, while their suppliers are actually providing unsafe workplaces, inadequate labor rights, or even engaging in forced labor.

The groups reviewed the claims fashion chains and clothing brands make about social responsibility across social media, stores, websites, and sustainability reports. They then compared these statements with independent research.

Sandra Molenaar, director of the Consumers’ Association, said, “The reality often differs from what brands want consumers to believe. Human rights violations are common in the factories.”

Brands often respond to accusations by citing external commercial audits that claim to verify proper working conditions, according to the Consumers’ Association.

The report’s authors strongly criticize these audits, noting that fashion companies pay the inspectors themselves, calling their independence into question. Inspections are frequently announced ahead of time, allowing suppliers to conceal issues, and any reported violations are not visible to the public.

Moreover, the audits are not published. SKC, SOMO, and the Consumers’ Association therefore argue that it remains unclear whether brands actually tackle the problems identified.

Out of 80 clothing brands examined, eight, including WE Fashion, Nike, and Puma, were found to be particularly misleading, prompting a dedicated report that was handed to the Netherlands Authority for Consumers and Markets (ACM). The authors are urging the ACM to step up enforcement against social washing. They say the ACM has acknowledged the report and will review what measures can be taken to address the issue.

Following an unannounced inspection at an Indian tannery in January, Puma reported that it had developed a plan to improve conditions at the facility, after discovering that workers were exposed to dangerous chemicals and overworked. WE Fashion and Nike did not respond to ANP inquiries on Tuesday morning.