Misleading Advertising: Fox Commerce Ltd t/a Boho Styles breaks the UK advertising rules for making misleading “faux fur” claims for products on the website. Consumers should expect products advertised as “faux fur” to contain no real animal fur.

The Compliance team has been taking market-wide action about misleading “faux fur” claims. As part of this work we published our Enforcement Notice on Misleading “Faux Fur” claims in clothes and accessories, with advice to help retailers and sellers stick to the rules.

The ASA received a complaint about “THE GORGEOUS LADIES FLUFFY SLIDES™ LIMITED STOCK!” product advertised on the Boho Styles website. The product listing described the slippers as “Made of voluminous vegan faux fur & 100% cruelty free”.

It has come to our attention, however, that the slippers have been lab tested and contain real animal fur – specifically, fox fur.

The CAP Compliance team contacted Boho Styles and, in the absence of a response, took the decision on 11 September 2020 to place Fox Commerce Ltd’s company details on this section of the ASA website. These details shall remain in place until such time as Fox Commerce Ltd t/a Boho Styles has appropriately amended the website to ensure compliance with the CAP Code.

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