De Bijenkorf modifies sustainability claims after complaints

Dutch chain De Bijenkorf has “clarified” the sustainability claims on its website, the retail chain says, following a warning from the Dutch Consumer Protection Authority (ACM).

Unclear claims

“For a number of products where the term ‘sustainable’ was used, it was not – or not immediately sufficiently – clear which concrete sustainability aspect was involved and what the effect of that aspect was”, the retailer admits in a press release. The ACM found some of De Bijenkorf’s claims too vague: for example, designations such as “sustainable dresses” instead of “dresses made from organic cotton”.

“We welcome it when companies communicate about their sustainability efforts. However, they must be clear about the content of the sustainability claims and substantiate them well enough, so that consumers can make more sustainable choices. This is why we challenge companies like De Bijenkorf for using vague and general claims. Consumers can only hold on to claims that are true and that they understand”, the ACM adds.