What does 'fair-washing' refer to?

Fair-washing specifically refers to the practice of marketing products using the fair trade label or similar claims without actually making genuine efforts to adhere to fair trade principles. This can involve companies that seek to benefit from the positive connotations associated with fair trade, such as ethical sourcing or social responsibility, while failing to implement meaningful practices that support those ideals. This misrepresentation can mislead consumers who are seeking to support ethical buying practices, as the actual conditions and operations of the products may not reflect true fair trade standards.