Brands caught selling real fur not faux

Humane Society International (HSI), which has been investigating this issue, bought the items in question and had them tested – the results showed that they were most likely made of rabbit fur.

HSI passed this information onto the Advertising Standards Authority (ASA) who have upheld a ruling that the companies are in breach of laws on misleading advertising. Products have also been previously found at T K Maxx, Amazon, AX Paris, eBay and Missy Empire. 

“It’s completely unacceptable that compassionate consumers setting out to buy fake fur are being misled into buying animal fur. These two examples are the latest in a long list of ‘fake faux fur’ items we’ve found for sale, so we hope that the ASA’s rulings will send a strong message to the industry and make retailers work harder to give consumers confidence in avoiding cruel animal fur. Because of the appalling conditions on fur farms, real fur can now be cheaper to produce than fake fur, so retailers need to have robust checks in place along their whole supply chains, to make sure they know exactly what they are selling and to keep their pledges to their customers.

The vast majority of British shoppers want nothing to do with the cruel and unnecessary fur trade, and a ban on UK fur sales would be a positive step to protect both consumers and animals.” Claire Bass, Executive Director of HSI UK. 

You can find a guide to telling real fur from fake on the HSI website.