It is completely beyond us as to why, but advertising standards organisations in England, Denmark, Finland, Italy and the Netherlands have ruled any advertising declaring fur as “environmentally friendly” or “safe” to be false and misleading. Understandably, we dispute this and, whilst comparing wild caught and factory farmed furs to synthetic ones, we continue to promote the idea that “natural” furs are environmentally friendly.
It is true that fur farms and associated facilities consume a great deal of energy - primarily non-renewable fossil fuels – but at least the fur is a “natural resource”. Having said that, it is estimated that the production of wild caught fur requires 3 times more energy than the production of a synthetic coat; and in the case of factory farmed fur nearly 20 times more energy. Perhaps there is some truth in their ruling, although there are no advertising restrictions placed on us here, so it’s none of our concern.