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UK watchdog bans ads for misleading green claims
The UK's Advertising Standards Authority (ASA) has banned paid Google advertisements from Nike, Superdry and Lacoste after ruling their sustainability claims lacked proper evidence. The three retailers were found to have breached advertising codes by using terms like "sustainable" without sufficient substantiation.
What the ads claimed
Nike's advert promoted tennis polo shirts with the tagline "serve and ace with Nike... sustainable materials." Superdry's ad described a "wardrobe that combines style and sustainability," while Lacoste marketed its children's range as "sustainable clothing."
Watchdog's findings
The ASA challenged each brand to provide evidence supporting their sustainability claims, as required by UK advertising rules. The regulator mandates that environmental claims must be clear and backed by "a high level of substantiation."
Nike's response
Nike argued its ad was framed in general terms and referred to the broader sustainability of its product range, including the use of recycled materials. However, the ASA ruled the company failed to clarify the basis of its "sustainable materials" claim or provide specific qualifying details.
Superdry's defence
Superdry contended its ad suggested products were either stylish, sustainable, or both, and did not imply all items were sustainable. The ASA disagreed, stating the wording was "ambiguous and unclear," leading consumers to believe all Superdry products were environmentally friendly. The watchdog found no evidence that the products had "no detrimental effect on the environment."
Lacoste's explanation
Lacoste told the ASA it had worked for years to reduce the carbon footprint of its children's clothing range. While the company demonstrated a reduction in environmental impact, the ASA ruled it had not proven the products caused "no detrimental effect on the environment."
Broader crackdown on greenwashing
The rulings are part of a wider effort by the ASA to clamp down on misleading environmental claims in advertising. The regulator has begun using artificial intelligence (AI) to identify adverts that may violate its rules.
Brands respond
A Nike spokesperson said: "We have engaged with the UK Advertising Standards Authority on this matter and have taken the necessary required actions. We remain committed to providing consumers with clear information to help them make the choices that are right for them."
Superdry and Lacoste were contacted for comment but had not responded at the time of publication.
