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ASA Bans Misleading Sustainability Claims from Nike, Lacoste, and Superdry Ads

The British Advertising Standards Authority (ASA) has ruled against paid Google search ads from Nike, Lacoste, and Superdry for making misleading environmental sustainability claims. This enforcement follows an ASA investigation using its AI-driven Active Ad Monitoring system targeting the fashion retail sector for greenwashing and unsubstantiated environmental advertising.

Key Findings and Rulings

• Misleading Green Claims: Each brand used broad, absolute terms like “sustainable clothing” and “sustainable materials” without sufficient clarity or evidence to back such claims. The ASA deemed these phrases ambiguous and misleading because they implied products had no harmful environmental impact throughout their entire life cycle—a standard not met.

• Need for High-Level Substantiation: While all three companies provided evidence of sustainability efforts, such as life cycle assessments and use of recycled materials, the ASA deemed this insufficient to support the absolute claims in the ads. Ads must clearly communicate the basis of claims and reflect the entire product life cycle unless explicitly stated otherwise.

• Banned Ads and Warnings: All ads were banned under the UK’s CAP Code (Edition 12) for breaches related to clarity, substantiation, and misleading advertising. The ASA warned the companies not to repeat these unsubstantiated absolute claims in future environmental promotions.

Individual Company Details

Lacoste

• Claimed its Spring/Summer 2025 Kids collection was “sustainable,” citing a 19% reduction in raw materials footprint compared to its 2022 collection, based on ISO 14040/14044-compliant life cycle analysis.
• The ASA found this comparison insufficient to prove products had no overall environmental detriment.
• Lacoste acknowledged the difficulty in substantiating terms like “sustainable” and agreed to withdraw the claim.

Nike

• Advertised “Nike Tennis Polo Shirts – Sustainable Materials,” referring to product lines containing at least 75% recycled materials such as recycled polyester.
• The ASA ruled the claim ambiguous and absolute, requiring evidence covering the product’s entire life cycle, which Nike failed to provide in the ad itself.
• Nike clarified that full information was available on its website but acknowledged the limited character space in Google ads restricted clarifications.

Superdry

• Promoted a “Sustainable Style” wardrobe, noting that 64% of its products contained sustainably sourced materials (e.g., organic cotton) and 40% of raw materials were recycled or low impact.
• The ASA considered the ad’s claims unqualified and absolute, misleading consumers to believe all products were sustainable.
• Superdry admitted the ad was produced in error and lacked full life cycle substantiation.

Implications for the Fashion Industry

This crackdown highlights increasing regulatory scrutiny on sustainability marketing within the retail fashion sector. Brands must ensure environmental claims are transparent, clearly qualified, and supported by robust, product-wide life cycle evidence. Ambiguous or absolute terms like “sustainable” or “eco-friendly” require robust substantiation to avoid misleading consumers and regulatory backlash.

Conclusion

The ASA’s actions emphasize the importance of honest, well-substantiated sustainability communication in fashion advertising. As consumer demand for sustainable products rises, brands should prioritize transparency and accuracy in environmental claims, aligning marketing with verifiable data covering the full lifecycle impact of their products.

Source: Sourcing Journal, December 3, 2025

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