With winter fast approaching, hats, mittens, and scarves have returned to our stores, and ‘faux fur’ is trending again. With this in mind, retailers must be vigilant when selling ‘faux fur’. Humane World for Animals investigations reveal “fake faux fur” – real fur sold as faux – is still on shelves. This isn’t just an animal welfare issue; it’s a consumer trust issue.
Why it matters:
- Reputational risk: Misleading claims can damage consumer trust and be a reputational risk issue, with the potential to be pulled up by the Competition and Markets Authority (CMA).
- Animal Welfare: Fur farming harms animals, the environment, and public health. Foxes, raccoon dogs, coyotes, and mink endure extreme cruelty for a product that can be easily swapped out.
- Popular support for fur-free ban: 93% of Brits reject real fur, and leading fashion names agree. Condé Nast has banned new real fur from Vogue, Elle went fur-free in 2021, and London Fashion Week banned fur in 2023.
How to tackle “fake faux fur”
- Stay vigilant – Real fur is so cheap it’s often swapped in during production. Stay vigilant through quality testing, certifications, and clear labelling on products containing fur, by ensuring all fur components are listed.
- Support the Fur Free Britain campaign – The UK banned fur farming in 2003, but imports and sales remain legal. This loophole outsources cruelty. Ruth Jones MP has introduced a Private Members’ Bill to ban fur imports and sales. The Second Reading is on 23 January 2026. Read more about the campaign here. Educate your customers on how to spot the difference through their guidance here & here.
- Use our guidance – The BRC and HWA worked with brands and retailers to help prevent misleading sales through its Fur-free guidance. Read it here.
