Advertisement in the Fashion industry: what to do and what not to do when using Sustainability claims

Sustainability claims are nowadays a popular part of the promotion of fashion companies or clothing that is sold. However, when using these “sustainability claims”, you must be aware that you are bound by legislation. You cannot simply claim that your company or products are ‘sustainable’. Because of the frequent use of these claims in violation of the law, the supervisory authorities have drawn their attention to this subject.

During this presentation, Jos van der Wijst will inform you about the use of sustainability claims when promoting your fashion company and/or products. The regulation of sustainability claims has its origin in European directives (Directive 2005/29/EC, concerning unfair business-to-consumer commercial practices in the internal market). Jos will give tips and directions on ‘what to do’ and ‘what not to do’ based on Dutch law.

A presentation by Jos van der Wijst, Tech lawyer at

View of the speaker

Question 1: What drives you?
Curiosity and the urge to think outside of the box.

Question 2: Why should the delegate attend your session?
Because the supervisory authorities have announced that they will enforce the advertising laws for sustainability claims, specifically in the fashion industry. If you, as a fashion company, obey the rules, you can avoid (high) fines.

Question 3: What emerging technologies / trends do you see as having the greatest potential in the short and long run?
Data and Artificial Intelligence.

Question 4: What kind of impact do you expect them to have?
A more data-driven economy will emerge. Data is of great value to various entities, such as companies. But also to the government it can be of great value.

Question 5: What are the barriers that might stand in the way?
Because the data is of great value, people want to be able to judge who owns teh data. Clear legislation on this subject does not (yet) exist. With the arrival of the Aritificial Intelligence Regulation, the first step has been taken towards more clear and uniform legislation within the EU. On the one hand, this legislation is still unclear, but on the other hand it also offers many opportunities for lawyers to interpret this regulation. In case you have any question about the Artificial Intelligence Regulation, please visit

About Jos van der Wijst
Jos is a lawyer for innovative companies. Together with entrepreneurs, he asseses at where know-how is created in the company, how it can be protected, how it can be commercially exploited and how to take action against infringers. Most of the companies Jos works for are active in the retail, food, technology or life sciences/pharma sectors. The companies range from start-ups to scale-ups and established companies.
More information about Jos can be found at this page.

Identifying opportunities is one, exploiting opportunities is two. The issue is to see opportunities and to seize them. is on top of the file, on top of the case. BG. Legal asks questions, listens and is your personal guide to seize opportunities. A loyal partner who sets out the right strategy and knows how to tackle legal problems. We are creative and unconventional. As an extension of organizations, we are familiar with the role of problem solver, but we also do not run away for a confrontation with the other party. is firmly rooted in North Brabant (South of The Netherlands). Located in the City Triangle: ‘s-Hertogenbosch, Eindhoven and Tilburg. Near Eindhoven Airport.

Jos van der Wijst is speaker at the 2022 edition of Materials 4 Sustainable Fashion Conference.

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