TMT analysis: The Competition and Markets Authority (CMA) has published a practical compliance guide (the Guidance) on environmental claims for fashion brands, applying the principles set out in its Green Claims Code (the Code), and has also advised 17 fashion brands to review their green claims in light of the guidance. This article by Nigel Parr, partner, Christopher Eberhardt, counsel, and Olivia Spong, associate, at Ashurst, summarises the key points arising from the guidance and potential implications for businesses both within and outside the fashion sector, including in relation to internal processes and supply chain engagement.