National Advertising Division Finds Some Environmental Benefit Claims For Everlane ReNew Clothing Are Supported; Recommend modification of others

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NEW YORK, November 16, 2021 / PRNewswire / – The National Advertising Division (NAD) of National BBB Programs has determined that Everlane, Inc. provides a reasonable basis for the following environmental benefit claims for its ReNew clothing line:

National Advertising Division (NAD) (PRNewsfoto / National Advertising Division, B)

  • “No new plastic: there are already more than 8 billion tonnes of plastic on our planet, and they are not going to disappear. In 2018, we therefore decided to remove virgin plastic from our entire supply chain by 2021 ”.

  • “Recycled Materials: This product is made from recycled plastic bottles, diverting waste from landfills and reducing reliance on fossil fuels. “

  • “To date, we have recycled over nine million plastic bottles.

  • “The parka – 60 renewed plastic bottles”

  • “The half zip – 15 renewed plastic bottles”

  • “The sweatshirt – 15 renewed plastic bottles”

However, NAD recommended that the claim “Safe for the environment: this product is dyed with bluesign® approved dyes, which are safer for dye workers and better for the environment”, be amended to explain that Bluesign is an independent third party certification. designed to remove harmful chemicals from the manufacturing process.

In doing so, NAD noted that:

  • Everlane’s adoption of Bluesign certification is in its infancy. Currently, 12% of Everlane’s factories (fabric suppliers) and 10% of its factories (finished product suppliers) are Bluesign certified; and

  • This is a qualified environmental benefit claim that limits the safety benefit to the use of bluesign approved dyes in accordance with this independent third party standard designed to remove many harmful chemicals from the manufacturing process.

Since the claim “Safe for the environment” in context does not clearly indicate that chemical safety is an aspect of an environmental impact assessment, or that the use of Bluesign by Everlane in is at an nascent stage, NAD recommended that the claim be further qualified to note the limited environmental impact on manufacturing practices and the incipient incorporation of Bluesign certification by Everlane into its clothing line.

The allegations, which appeared on the advertiser’s website regarding its ReNew clothing line, were challenged by NAD as part of its routine independent monitoring of truth and transparency in national US advertising.

Ambitious and Recycled Materials Claims

NAD has determined that the “No New Plastic” claim is a qualified environmental benefit claim because it is limited to one specific environmental benefit: removing all virgin plastic from its supply chain. NAD noted that the advertiser’s web page explains how far Everlane has come to achieve this goal.

In support of the “No New Plastic” and “Recycled Materials” claims, Everlane has indicated that it complies with GRS. GRS is a voluntary international standard that builds on well-established international and regulatory guidelines for what constitutes recycled content, including the Federal Trade Commission (FTC) Guides for the Use of Environmental Marketing Claims and the Standard for International Organization for Standardization (ISO) 14021 (for example, pre- or post-consumer waste). GRS has also established strict rules for third party certification of the chain of custody (or traceability) of recycled materials, content claims, social and environmental production practices, and chemical restrictions in manufacturing processes.

Claims regarding the number of bottles recycled

NAD determined that the advertiser provided a reasonable basis for the disputed claims regarding the number of recycled bottles used in the identified clothing, as well as the number of bottles it recycled:

  • “To date, we have recycled over nine million plastic bottles.

  • “The parka – 60 renewed plastic bottles”

  • “The half zip – 15 renewed plastic bottles”

  • “The sweatshirt – 15 renewed plastic bottles”

Everlane explained that its factories and spinners work with plastic pellet producers to calculate the amount of plastic needed to produce a fixed amount of recycled polyester yarn. Factories then use this information to calculate the amount of plastic used to create the finished fabric per yard, based on the amount of yarn needed. An industry standard (average) bottle size is used to represent the “number of bottles” equivalent to total plastic consumption. The factories then report the kilos of plastic as well as the number of bottles per meter of each ReNew fabric sold to Everlane.

To substantiate the contested claims, Everlane multiplied the amounts per yard of fabric by the average garment yield, to arrive at the final number of bottles per garment. Additionally, NAD noted that the total number of recycled bottles is based on the number of garments Everlane has produced since 2018.

Finally, during the duration of the procedure, the advertiser definitively withdrew from the complaints:

  • “Plastic is a really big deal, we use it constantly sometimes without even realizing it. And more is being made every day. What if we could take the plastic that’s already there and turn it into something meaningful. . Turns out we can. Introducing Renew. A collection of outerwear made from discarded plastic bottles, about 3 million of them … Designed to last decades instead of a few seconds. His outerwear with a perspective ”; and

  • “[Number increasing quickly to the millions] plastic bottles made since you landed on this page. “

Therefore, NAD did not consider these claims on the merits.

NAD noted that he appreciates Everlane’s demonstrated commitment to sustainability efforts and the comprehensive efforts he has taken to ensure his claims are supported.

In his announcer statement, Everlane said he “agrees to abide by the recommendations of the NAD” and noted that he was “happy to work with the NAD to share information that supports our demands regarding our environmental initiatives. “.

All the summaries of the decisions of the BBB’s national programs can be found in the case decision library. For the full text of the NAD, NARB and CARU decisions, subscribe to the online archive.

About National BBB Programs: National BBB programs are where businesses turn to build consumer confidence and consumers are heard. The nonprofit is creating a level playing field for businesses and a better experience for consumers through the development and delivery of effective third party accountability and dispute resolution programs. Assume its role as an independent organization since the restructuring of the Council of Better Business Bureaus in june 2019, BBB National Programs now oversees over a dozen national industry self-regulatory programs and continues to evolve its work and increase its impact by providing business advice and encouraging best practices in areas such as advertising, marketing to children and privacy. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of the BBB National Programs provides independent self-regulatory and dispute resolution services, guiding the truthfulness of advertising across the United States. consumer protection and level the playing field for businesses.

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