Tesco PLC (LSE:TSCO) has launched 'digital passports' across its F&F clothing range, giving shoppers the ability to check information on the sustainability of items.
This initiative comes in response to the European Union's forthcoming sustainability regulations, which aim to reduce greenwashing and enforce stricter environmental standards.
In a bid to increase supply chain transparency, the UK’s largest supermarket will offer shoppers the ability to find out details about the clothes, such as where the materials are sourced from and their environmental impact.
These measures are expected to encourage more informed purchases among consumers.
Andrew Xeni, founder of the eco-friendly fashion label Nobody’s Child, said: “What they’re doing is, in essence, saying consumers should have the right and access to a level of information that enables them to make an informed buying decision, so that they’re aware of the environmental impact of that product that they’re buying.”
In addition to consumer benefits, the EU's new regulations, set to be phased in over the next eight years, will require companies across various sectors to adopt similar transparency measures.
Joe Little at Tesco added: “DPPs represent an important step forward, encouraging and promoting sustainable and circular practices.”
Companies that fail to comply with these new requirements could face significant penalties, including potential bans from selling their goods in the EU.