Misleading Advertising: Ltd t/a Just Your Outfit 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 a beanie hat advertised on the Just Your Outfit website. The website said the hat was “faux fur” but the label stated it contained marmot fur. Testing by the complainant, Humane Society International, indicated that the hat in fact contained raccoon dog fur. When challenged about this and other “faux fur” products, Just Your Outfit removed the beanie hat listing but refused to provide evidence that other products, namely the “mocha fluffy faux fur sliders”, “black faux fur shoulder bag” and “black faux fur trim denim jacket” contained exclusively faux fur with no real animal fur. In the absence of evidence to show that these items contained exclusively faux fur with no real animal fur, the ASA ruled that the “faux fur” claims were misleading.

The CAP Compliance team contacted Just Your Outfit and, in the absence of a response, took the decision on 28 April 2021 to place Just Your Outfit’s company details on this section of the ASA website. These details shall remain in place until such time as Ltd t/a Just Your Outfit has appropriately amended the website to ensure compliance with the CAP Code.

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