Crackdown on greenwashing. In Germany, the Nuremberg-Fürth court has convicted Adidas for misleading and unlawful advertising. The German giant had been taken to court by the German Environmental Aid (DUH). In the United Kingdom, from Sunday 6 April, the Competition and Markets Authority (CMA) has been granted significantly enhanced powers to tackle greenwashing — including the ability to impose direct fines.
Crackdown on greenwashing
In December 2024, the German Environmental Aid (DUH) filed a complaint with the Nuremberg-Fürth court, accusing Adidas of greenwashing. On the German giant’s website, the following statement had appeared: “We will be climate neutral by 2050: Adidas is committed to achieving a series of ambitious goals that will pave the way to climate neutrality across our entire value chain by 2050”. Adidas has since removed this wording, which the court has now banned. Why? According to the court, the concept of “climate neutrality” is ambiguous and consumers increasingly require clarification — meaning companies are obliged to provide clear and transparent information, as reported by Fashion United. The ruling carries symbolic weight, as Adidas sees no need for further action.
Direct fines in the United Kingdom
As of 6 April 2025, the UK’s Competition and Markets Authority (CMA) has been granted significantly strengthened enforcement powers under the Digital Markets, Competition and Consumers (DMCC) Act. This marks a major shift in consumer protection, as the CMA will now be able to impose direct sanctions on companies that breach consumer law — including those engaging in greenwashing. Activists have welcomed the move. According to Fashion Network, under the new law, environmental claims must be substantiated. A conviction could lead to fines of up to 10% of the guilty brand’s annual global turnover.
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