The beatings will continue until labeling improves

Last week, The Federal Trade Commission warned 78 companies that products made with rayon can’t be labeled as bamboo. This should not have come as a surprise to the companies involved or any consumers who may have been deceived. The FTC formally began warning the industry about rayon products labeled as bamboo last summer, and, in the process, reconfirmed the latent concerns of environmentally-conscious consumers when it comes to the trustworthiness of retailers’ sustainability claims. Retailers should be keenly aware by now that greenwashing is a concern for many consumers, so it is surprising that those on the FTC’s distribution list weren’t more vigilant in their choice of words to describe products made from rayon.

According to the FTC, rayon is a man-made fiber created from the cellulose found in plants and trees and processed with harsh chemicals that release hazardous air pollution. Any plant or tree, including bamboo, could be used as the cellulose source, but the fiber that is created is rayon.

“While we have seen action by some retailers to correct mislabeled clothing and textile products, our hope is that these warning letters will serve as a wake-up call to all companies, regardless of their size,” said David Vladeck, director of the agency's bureau of consumer protection.

Along with Target and Walmart, other notable retailers who received the warning letters included, Amazon.com, Barney’s New York, Bed Bath & Beyond, BJ’s Wholesale Club, Bloomingdale’s, Costco, Gold Toe, JCPenney, Kmart, Kohl’s, Land’s End, Macy’s, Nordstrom, Overstock.com, QVC, REI, Saks Fifth Avenue, Sears, Sports Authority, The Gap, Tommy Bahama, Toys R’ Us and Zappos.com.