Britain’s Advertising Standards Authority ordered a series of ads by Cotton USA to be pulled for depicting its products as environmentally friendly and sustainable. The regulatory body took action after it received complaints that the claims were misleading and fraudulent.
Critics argue that American cotton is damaging to the environment because it uses pesticides and insecticides and could seriously deplete groundwater in the high plains region of the USA. However, the Cotton Council International (CCI) countered by saying it believed US cotton production, whether produced conventionally or organically, met reasonable and generally accepted definitions of sustainability.
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