Nike, Lacoste, and Superdry Ads Banned for Misleading Sustainability Claims
The Advertising Standards Authority (ASA) has banned advertisements from Nike, Lacoste, and Superdry due to unsubstantiated and misleading environmental claims, highlighting a stricter regulatory stance on greenwashing in advertising.
Nike’s Misleading Use of “Sustainable Materials”
Nike’s ad promoted tennis polo shirts under the headline, “Serve An Ace With Nike…Sustainable Materials,” linking to products tagged as containing at least 75% recycled fibres. Although Nike provided product-specific labels, lifecycle data on reduced cradle-to-gate CO₂ emissions for recycled polyester, and sustainability content, the ASA ruled the claims were too broad. The regulator highlighted that Nike did not prove reduced environmental impact over the full garment lifecycle—including manufacturing, distribution, use, and disposal—making the ad misleading by implying overall product sustainability.
Lacoste’s Overstated Claims on Kidswear
Lacoste’s paid Google ad for its kidswear line claimed “Sustainable Clothing for Kids,” linking to a range using GOTS-certified organic cotton, recycled fibres, and responsibly sourced wool. Despite Lacoste’s evidence of a 19% improvement in raw-material impacts and a 17% reduction in manufacturing impacts compared to 2022, the ASA found this insufficient to support an unqualified sustainability claim. The ad failed to clarify that not all items met these criteria, potentially misleading consumers into believing the entire collection was sustainable.
Superdry’s Broad “Style and Sustainability” Statement
Superdry’s ad claiming a “wardrobe that combines style and sustainability” directed shoppers to a women’s collection containing both sustainable and non-sustainable items. The ASA determined this was a general environmental claim requiring comprehensive substantiation, which Superdry could not provide. The mixed range of products without clear sustainability credentials risked misleading consumers that the whole wardrobe was environmentally friendly.
Regulatory Outlook and Brand Guidance
The ASA emphasized that green marketing claims must be clear, specific, and supported by robust, full-lifecycle evidence. Aspirational or selectively framed sustainability messages are prohibited to prevent consumer deception. All three brands were instructed to withdraw the ads and refrain from repeating the claims in their current form.
Key Takeaway:
This clampdown signals increased scrutiny on environmental claims in marketing. Brands in the organic and sustainable sector should ensure transparency and comprehensive evidence when communicating green credentials to maintain consumer trust and comply with advertising standards.
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.
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