Design Delight Studio

Nike, Superdry, and Lacoste Ads Banned Over Misleading Green Claims

The UK’s Advertising Standards Authority (ASA) banned ads from Nike, Superdry, and Lacoste. The companies made green claims that are hard to trust. They used words like “sustainable materials,” “sustainable style,” and “sustainable clothing” in their paid Google ads. However, they did not show clear proof for these claims.

Key Findings by the ASA:

• Nike said its tennis polo shirts use “sustainable materials.” The firm meant that some products use recycled items. The ASA ruled that Nike did not explain this claim enough or show evidence for it.

• Superdry promoted a “wardrobe that combines style and sustainability.” The brand argued that not every item is sustainable. The ASA found this claim unclear and likely to mislead customers into thinking the whole range is eco-friendly. No proof was offered to show that the products avoid harm to the environment.

• Lacoste advertised its kids’ range as “sustainable clothing” and spoke of reducing its carbon footprint. While the brand mentioned a drop in environmental impact, Lacoste did not provide solid proof that its products are free from harm.

Regulatory Context:

The UK advertising code demands that environmental claims remain clear and are backed by strong evidence. The ASA, using artificial intelligence tools, works to stop greenwashing. Its goal is to give consumers clear and verifiable sustainability information.

Brand Responses:

• Nike confirmed its cooperation with the ASA and said it remains committed to giving transparent consumer information.
• Superdry and Lacoste were asked for a comment, but did not provide any statements at the time of this report.

Importance for Sustainable Product Marketing

This decision shows that brands must offer solid evidence when they make sustainability claims. Misleading green claims break the rules and hurt customer trust in real sustainable efforts.

For brands promoting sustainable products, clear proof and honest talk are key to keeping trust and following new rules.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.