THE WHAT? The UK Competition and Markets Authority (CMA) is set to turn its attention to the widespread practice of ‘greenwashing’, according to a report published by Bloomberg.

THE DETAILS The CMA defines greenwashing as the use of misleading labels or advertising to create an undeserved image of environmental responsibility. The inquiry will cover fashion, beauty and cleaning products, among others.

“We know that many businesses will be looking for ways to reduce their carbon footprint and we strongly support this, but the claims they make must not mislead consumers in the process,” Andrea Coscelli, chief executive officer of the CMA, said in the statement, per Bloomberg.

THE WHY? With awareness growing of the environmental impact of our purchasing habits, and consumers increasingly seeking a more planet-friendly option, companies are keen to be seen to be green. Will this inquiry weed out those who are just talking the talk?