The UK's advertising watchdog has condemned the brand for "misleading" consumers. 

Online retailer Boohoo has been caught advertising a jumper that contained real animal hair as being made with 'faux fur'.

The Advertising Standards Authority (ASA) upheld a complaint it received about a pom pom jumper being sold by the online retailer.

The fur on the jumper – which was labelled as 'acrylic' and 'faux fur' online – was subsequently tested by animal rights charity Humane Society International (HSI) who found it contained real fur, likely to have come from a rabbit., who said they have a "strong commitment against the sale of real fur' in any of their products, claim that it was their understanding that the product did not contain real fur.

The brand released an official statement claiming that their own in-house tests assured that "real fur was not present in the product."

"At boohoo we have a strong commitment against the sale of real fur in any of our products. We have robust policies and procedures in place to ensure that we are able to adhere to this commitment. Boohoo has a team of in-house Quality Assurance experts who are responsible for testing and checking of products to ensure instances such as this don’t occur.

"The product in question was checked for real fur using our own ‘approved’ tests and procedures by our in-house Quality Assurance team. The results of the testing showed that real fur was NOT present in the product."

Finally, they removed the product from sale.

"Following the enquiry made by the Humane Society the item has been removed from sale. We uphold our commitment against the sale of real fur in any of our products and continue to investigate the matter internally and with the supplier in question, and we do so as a matter of priority."

Following tests by the HSI, the ASA ruled that the advert was misleading and "must not appear again in the form complained about".

"We told UK Ltd not to state that products included 'faux fur', if that was not the case," they concluded. 

Claire Bass, executive director of HSI UK, said: "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."

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