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The New Rules of Sustainability Marketing

A wide-ranging crackdown on greenwashing has snared major players from H&M to the Sustainable Apparel Coalition. Now regulators have issued new guidelines for how sustainability can be marketed.
Groups of shoppers pass by on a busy street outside an H&M store in Times Square, New York. The outside of the store is covered by a huge billboard that stretches around the corner. The billboard is covered in green leaves, evocative of a jungle and bears the words "H&M Conscious Exclusive." Either side are two models dressed in clothes from the collection.
A New York pop up promoting H&M’s “conscious” collection in 2015. The company said it would remove the label last month following an investigation into its marketing claims in the Netherlands. (Andrew H. Walker/Getty Images)

Last year, when the Sustainable Apparel Coalition (SAC) pushed its 250-plus member brands to

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