Misleading Advertising: Sorelle UK Brand Ltd t/a Sorelle UK 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 bobble hat advertised on the Sorelle website. The website said the hat was “faux fur” but the label stated it contained marmot fur. When challenged about this and the other “faux fur” products, Sorelle removed the “faux fur” claims from the bobble hat listing but refused to engage further. The ASA formally challenged the “River Faux Fur Jacket – Black”, “River Faux Fur Jacket – Pink”, and “River Faux Fur Jacket – White” listings, but in the absence of evidence to show that they contained exclusively faux fur with no real animal fur, ruled that the “faux fur” claims were misleading.

The CAP Compliance team contacted Sorelle and, in the absence of a substantive response, took the decision on 29 April 2020 to place Sorelle’s company details on this section of the ASA website. These details shall remain in place until such time as Sorelle UK Brand Ltd t/a Sorelle has appropriately amended the website to ensure compliance with the CAP Code.

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