Higg MSI Stands Discredited; Norway Rules Against Norrøna, Warns H&M, Hauls up SAC

Average Numbers The NCA said that Norrøna’s use of the Higg MSI will likely leave consumers with an impression that the numbers are true, accurate and descriptive of the specific product shown on norrona.com. However, the Higg MSI is based on global average numbers and not on data from the production of the specific product marketed. Norrøna Sport AS

By Subir Ghosh

Publication:

texfash

Dated Posted:

16 June 2022

Last Modified:

16 June 2022

In a big blow for the Higg MSI tool, Norway has ruled that the former is not sufficient as a basis for the environmental claims that fast fashion retailer H&M and outdoor brand Norrona have used in marketing themselves and their products, and asked the two entities to change or remove the relevant marketing using the Higg MSI from their product pages within the stipulated time.

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