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

The British Advertising Standards Authority (ASA) banned paid Google ads from Nike, Lacoste, and Superdry. They acted in June 2025. An AI checked the ads and found false green claims. The brands claimed they were eco-friendly, but the proof was weak.

Key Findings of the ASA Investigation

• Misleading Absolute Claims
 The ads used terms like “sustainable clothing” and “sustainable materials.”
 These words come too broad and need more proof.

• Failure to Meet Full Life Cycle Standard
 Companies must show evidence that covers the entire life cycle of a product.
 Showing just a part of the process does not meet this rule.

• Insufficient Substantiation
 All three brands worked to help the environment.
 However, ASA found that the proofs they offered did not fully back their claims.

Details on Each Brand’s Case

Lacoste

Lacoste said its Spring/Summer 2025 Kids collection was “sustainable.”
They showed a 19% drop in raw material use compared to 2022.
ASA ruled that this change does not mean the products are completely green through every stage.
Lacoste admitted it is hard to prove terms like “green” and said it will avoid unclear claims in the future.

Nike

Nike’s ad said its tennis polo shirts use “Sustainable Materials.”
They meant that at least 75% of the materials come from recycled content.
ASA found the claim to be vague.
Nike said that limited ad space made it hard to add details.
They pointed to more details on their website but agreed to fix the ad.

Superdry

Superdry’s ad promised “Sustainable Style” and a “wardrobe that combines style and sustainability.”
They stated that 64% of their products used sustainable materials.
But they did not show full data for each product’s life cycle.
ASA said the ad wrongly made buyers believe that every Superdry product is green.
Superdry said the mistake happened by error and promised to be clearer next time.

ASA’s Regulatory Requirements

The ASA rules come from the UK’s CAP Code (Edition 12). They state that:
• Environmental claims must be clear and direct.
• Absolute claims need full evidence from all stages of a product’s life cycle.
• Ads should state exactly what any green claim means.

Industry Impact and Takeaways

These decisions show that green marketing in fashion is under close watch.
Brands must not use vague or absolute claims without full proof.
They should choose clear, exact words when describing environmental impacts.
Providing clear and simple evidence helps build trust with buyers.
This honest approach will help brands move toward true sustainability.

Source: Advertising Standards Authority rulings, June 2025

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