Irish multinational fashion retailer Primark, which has 20 shops in the Netherlands, has been making misleading sustainability claims, advertising standards watchdog Reclame Code Commissie has said.

Slogans used in the company’s poster campaign include texts such as “Reducing CO2 emissions by 50%”. So the earth can breathe”, and “Organic, recycled, sustainable and affordable cotton”.

This suggests this is what Primark is doing already, the commission said, when almost invisible small print shows it is what it is aiming for at some future date.

Primark also proclaimed it “makes clothing circular” when the small print explains this means “recyclable” and won’t happen until 2027.

The advertising body also said that Primark’s aim to halve emissions is not backed up by any concrete steps.

The decision, which was brought by sustainable fashion activist Sara Dubbeldam, will be appealed by Primark. “Our aims are realistic and feasible and are being clearly communicated by means of an annual report,” NOS quotes a Primark spokesperson as saying.