OSLO – The use of Higg Materials Sustainability Index (Higg MSI) data to help consumers choose garments based on their environmental impact has been declared illegal in Norway and - potentially - across Europe.
The Norwegian Consumer Authority (NCA) has concluded that apparel brand Norrøna's use of Higg MSI data to make environmental claims about an organic cotton t-shirt was "likely to be false and untruthful" and therefore in breach of Norway's Marketing Control Act.
It has written to Norrøna ordering it to stop using Higg data in its marketing to consumers by 14th August and also to the Sustainable Apparel Coalition (SAC), which owns the Higg Index suite of tools, warning it not to allow its partners to use Higg MSI data for marketing to consumers.
