London: The UK’s Advertising Standards Authority (ASA) has banned advertisements from Adidas, Calvin Klein, and Uniqlo after ruling that the companies failed to adequately substantiate environmental claims suggesting certain products were ‘recycled.’
The advertisements, which appeared on Google, promoted products using sustainability-focused language. Adidas advertised ‘recycled running shoes,’ Calvin Klein promoted women’s tops described as ‘recycled,’ while Uniqlo marketed fleece coats and jackets made from ‘recycled materials.’
Following an investigation, the ASA asked each company to provide evidence supporting the claims featured in their advertisements.
Adidas responded that it does not operate a dedicated recycled running shoe range but stated that some products within its collections contain recycled materials. The company said it possessed internal documentation supporting those claims.
Calvin Klein argued that some items within its women’s T-shirt and top collections contain what it described as ‘environmentally preferred materials,’ including recycled and organic materials. The company maintained that consumers would not reasonably assume the sustainability claim applied to every product in the range.
Uniqlo noted that shoppers were likely to understand that its products contained recycled materials to a meaningful extent rather than being made entirely from them. The retailer also cited an international certification scheme as evidence supporting its claims.
However, the ASA concluded that the wording used in the advertisements was likely to lead consumers to believe the products were fully made from recycled materials unless additional clarification was provided. The regulator said such absolute environmental claims require a particularly high standard of evidence and substantiation.
Commenting on the decision, ASA Director of Complaints and Investigations Miles Lockwood remarked that consumers should be able to trust environmental claims made in advertisements.
The Director noted that when advertisers use definitive terms such as ‘recycled,’ they must clearly explain the basis of those claims and support them with robust evidence to avoid misleading the public.
Lockwood added that the regulator will continue monitoring environmental and sustainability-related advertising, taking action against companies that breach advertising rules while also providing guidance to help businesses communicate green credentials accurately.
The latest rulings are part of the ASA’s broader scrutiny of environmental marketing within the fashion retail sector. In December, the regulator similarly banned advertisements from Nike, Superdry, and Lacoste after determining that their sustainability claims could mislead consumers regarding the environmental impact of certain products.
The ASA’s decision highlights growing scrutiny of environmental marketing and reinforces the need for brands to provide clear evidence when making recycled and other sustainability-related claims.
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