Canada’s competitors bureau has opened an investigation into Lululemon’s sustainability advertising, advancing a grievance lodged by climate-advocacy group in opposition to the Vancouver-based activewear model.

In February, had requested the company, which polices practices corresponding to misleading promoting, to research whether or not Lululemon’s “Be Planet” messaging misled customers. It alleged the model benefitted from a “fastidiously constructed picture of environmental sustainability and wellness” that conflicted with its fast-growing emissions. Lululemon stated on the time it remained dedicated to its decarbonisation plan.

Lululemon didn’t instantly reply to a request for remark.

Advocacy teams have used greenwashing investigations by Canada’s competitors bureau to their benefit previously. In 2022, following an investigation based mostly on a grievance by environmental regulation organisation Ecojustice, the bureau hit espresso maker Keurig with a high quality of CA$3 million ($2.2 million) for deceptive claims in regards to the recyclability of its single-use espresso pods. Shell deserted a marketing campaign centred on its use of carbon offsets earlier this 12 months after Greenpeace requested the bureau to look at its claims.

Company greenwashing has grow to be a precedence for Canada’s competitors bureau. In March, the company’s commissioner, Matthew Boswell, requested Canada’s authorities for extra energy to battle the issue.

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Can Style Cease Greenwashing?

Massive manufacturers are altering the way in which they speak about sustainability following a regulatory crackdown in Europe. However precisely how corporations ought to be required to substantiate their eco-marketing claims stays hotly debated.