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REPUTATION MANAGEMENT

Britain’s fashion brands in the spotlight for alleged greenwashing

By our News Team | 2022

Consumer watchdog believes some fashion brands may be making misleading claims about environmental credentials in their marketing.

Britain’s consumer watchdog body has warned that fashion brands in the UK are being investigated for making misleading claims about their environmental credentials, a practice commonly known as greenwashing.

According to a report in the London-based Guardian newspaper, these brands could be forced to change the way they advertise, or face legal action, if it turns out that have breached consumer protection law by making unsubstantiated claims.

The Competition and Markets Authority (CMA) has apparently prioritised fashion because of the size of the market and the scale of consumer concerns. But sectors such as transport, food and drink, and beauty are also likely to come under the microscope.

Reputation Management

By Molgreen via Wikimedia Commons – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=110433751

Brands’ claims must ‘stack up’

“People are becoming increasingly aware of the negative impact that fashion can have on our planet. We know many shoppers are actively looking for brands which are doing good things for the environment – and we want to make sure the claims they see are stacking up,” a CMA spokesperson is quoted as saying by the Guardian.

“Our work so far indicates that there could be issues with greenwashing in the fashion sector and that is why we’ve prioritised this area for further investigation.

“Now is the time for the fashion industry to take a fresh look at what they’re telling customers and make any changes needed to comply with the law. Businesses that can’t back up their claims risk action from the CMA and damage to their reputation in the long-run,” the spokesperson said.

The fashion industry is said to be a major contributor to carbon emissions and could account for a quarter of the world’s carbon budget by 2050. Interestingly, the growing number of returned fashion items due to online shopping is an area of concern for environmental campaigners.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.