THE competition regulator has launched an inquiry into whether fashion companies Boohoo, Asos and George at Asda are misleading customers with their environmental claims.

The probe from the Competition and Markets Authority (CMA), announced today, will investigate whether the firms are breaking the law by presenting their products as more environmentally friendly than they actually are.

CMA officials said they will examine Boohoo’s “Ready for the Future” range, Asos’s “Responsible Edit” range and “George for Good” after they had reports some of the clothes in these categories do not meet “green” criteria.

The investigation could lead to retailers being taken to court if their claims about environmental sustainability do not “stack up,” the CMA said.

The authority warned all fashion companies to make sure they are in compliance with the law.

CMA interim chief executive Sarah Cardell said: “People who want to ‘buy green’ should be able to do so confident that they aren’t being misled.

“Eco-friendly and sustainable products can play a role in tackling climate change, but only if they are genuine.

“We’ll be scrutinising green claims from Asos, Boohoo and George at Asda to see if they stack up.

“Should we find these companies are using misleading eco claims, we won’t hesitate to take enforcement action — through the courts if necessary.”

Ms Cardell said this is just the start of the body’s work in this sector, so all fashion companies should take note and make sure that their own practices are in line with the law.

An Asda spokesperson said the company was ready to answer any questions the CMA have and welcomed further work to ensure claims made by the fashion industry are “robust and clear.”