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The Advertising Standards Authority has penalised fast-fashion online
retailer Romwe for selling real animal fur as faux fur, following a
complaint by animal charity Humane Society International/UK (HSI UK).
HSI UK found two items for sale online marketed as faux fur which they
had testing by an independent textile analysis laboratory and they
confirmed it to actually contained real animal fur, including rabbit and
mink fur.
As well as misleading consumers by labelling real fur as faux, the
fast-fashion e-tailer also states within its FAQ page on its website that
it does not sell real fur or leather.
Claire Bass, executive director of Humane Society International/UK said
in a statement: “It’s completely unacceptable that compassionate consumers
setting out to buy fake fur are being misled into buying cruel animal fur.
The vast majority of British shoppers want nothing to do with the horrors
of fur farming and trapping, but because of mislabelling shoppers face a
minefield trying to avoid it.
“As long as animal fur can be legally and cheaply sold here this problem
of ‘fake fake fur’ will persist. The UK banned fur farming almost two
decades ago because it was deemed too cruel, now we must finish the job and
ban animal fur sales too. We are calling on the government to take action
to clean up the fur marketplace, protecting consumers, and animals, from
the cruelty and deception of the fur trade.”
The Advertising Standards Authority stated that the retailer breached
code with ‘misleading’ advertising and issued Romwe in January 2019 with an
Enforcement Notice, regarding ‘Misleading “Faux Fur” claims in clothes and
accessories’, breaching the CAP (Committees of Advertising Practice) rules
3.1 (Misleading advertising) and 3.7 (Substantiation).
When they became away that the retailer was continuing to sell real fur
as faux it once again contacted the retailer in January 2020, and the
Advertising Standards Authority has now listed Romwe as a non-compliant
advertiser, and may face further sanctions.
When making the original ruling, Advertising Standards Authority
director of complaints and investigations, Miles Lockwood said: “Consumers
should be able to trust the ads they see and hear and they certainly
shouldn’t be misled into buying a faux fur product in good conscience only
for it to turn out to be from a real animal. That’s not just misleading it
can also be deeply upsetting. Our rulings serve as an important notice to
retailers and the clothing and textile industry about the need for
truthfulness in their ad claims around faux fur products, and to get their
house in order or face further action.”
Image: courtesy of Humane Society International/UK