{"id":43625,"date":"2025-01-23T20:44:25","date_gmt":"2025-01-23T20:44:25","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/lizama-et-al-v-hm-a-lesson-in-artful-crafting-of-green-claims\/"},"modified":"2025-01-23T20:44:25","modified_gmt":"2025-01-23T20:44:25","slug":"lizama-et-al-v-hm-a-lesson-in-artful-crafting-of-green-claims","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=43625","title":{"rendered":"Lizama et al. v. H&amp;M: A Lesson in Artful Crafting of Green Claims"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p align=\"\u201ccenter\u201d\"><img decoding=\"async\" style=\"max-width: 100%;height: auto\" width=\"656\" height=\"281\" src=\"https:\/\/www.coveringyourads.com\/wp-content\/uploads\/sites\/38\/2023\/06\/Retail-Clothing-Rack-Blog-Image-660x283-1-656x281.png\" class=\"attachment-large size-large wp-post-image\" alt=\"Green Claims\" loading=\"lazy\" \/><\/p>\n<p>Two plaintiffs learned the hard way that not all environmental marketing claims are treated the same.\u00a0A federal judge in Missouri recently dismissed a proposed class action by the shoppers against H&amp;M over the company\u2019s marketing of its \u201cConscious Choice\u201d fashion line.<\/p>\n<p><span id=\"more-2172\"><\/span><\/p>\n<p>The suit, which brought claims under Missouri\u2019s Merchandising Practices Act (\u201cMMPA\u201d) as well as common law claims for unjust enrichment, negligent misrepresentation, and fraud, took issue with H&amp;M\u2019s representations that its Conscious Choice garments\u2014made from a certain percentage of organic cotton and recycled polyester\u2014contain \u2018more sustainable materials\u2019 and that the line includes \u2018its most sustainable products.\u2019\u201d The Complaint claimed that H&amp;M\u2019s advertising of the collection this way was misleading, given Plaintiffs\u2019 allegation that clothing made from recycled polyester will likely end up in a landfill because its fibers are weakened as they are mechanically recycled from polyethylene terephthalate (PET) bottles.<\/p>\n<p>H&amp;M did not represent that its Conscious Choice products are sustainable, or more sustainable than its competitors, only that the line includes its <em>most<\/em> sustainable products, found U.S. District Court Judge Rodney W. Sippel before <a href=\"https:\/\/scholar.google.com\/scholar_case?case=12085893988109208542&amp;hl=en&amp;as_sdt=6&amp;as_vis=1&amp;oi=scholarr\">dismissing<\/a> the case.<\/p>\n<p>&#8220;No reasonable consumer would understand this representation to mean that the Conscious Choice clothing line is inherently &#8216;sustainable&#8217; or that H&amp;M&#8217;s clothing is &#8216;environmentally friendly&#8217; when neither of those representations were ever made.&#8221; Instead, the \u201conly reasonable reading of H&amp;M\u2019s advertisements is that the Conscious collection uses materials that are more sustainable than its regular materials,\u201d Judge Sippel said.<\/p>\n<p><strong>Putting it into Practice:<\/strong><\/p>\n<p>Retailers are fighting a wave of \u201cgreenwashing\u201d cases in recent months alleging misleading marketing surrounding a product\u2019s sustainability. Indeed, the day after the proposed class action against H&amp;M was dismissed, the same lawyers filed a similar lawsuit against <a href=\"https:\/\/www.classaction.org\/media\/ellis-v-nike-usa-inc-et-al.pdf\">another retailer<\/a> in federal court in Missouri raising nearly identical claims. The court\u2019s ruling in <em>Lizama<\/em> suggests that companies must take extra care in crafting language surrounding the sustainability of products so as to avoid liability for broad environmental benefits that cannot be substantiated. Here, H&amp;M stuck to comparative claims about its own products (our most sustainable products) and did not get carried away with broader claims (our products are sustainable or the most sustainable products) it would have struggled to defend. That careful drafting of claims paid off.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Two plaintiffs learned the hard way that not all environmental marketing claims are treated the same.\u00a0A federal judge in Missouri recently dismissed a proposed class action by the shoppers against H&amp;M over the company\u2019s marketing of its \u201cConscious Choice\u201d fashion line. The suit, which brought claims under Missouri\u2019s Merchandising Practices Act (\u201cMMPA\u201d) as well as [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":43626,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[26972,11693,2850,496,26971,11594,26970],"dealstore":[],"offerexpiration":[],"class_list":["post-43625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-artful","tag-claims","tag-crafting","tag-green","tag-hampm","tag-lesson","tag-lizama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lizama et al. v. 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