ASA Bans Misleading Sustainability Ads by Nike, Lacoste, and Superdry in the UK

The ASA is the British Advertising Standards Authority. It banned Google search ads from Nike, Lacoste, and Superdry. These ads claimed to be sustainable but did not prove it. The ASA made this choice to stop ads that misuse green words. It used an AI tool called Active Ad Monitoring to check the claims.

Key Findings of the ASA Rulings

• The ads use broad terms like “sustainable clothing” without clear evidence.
 - The claim makes users think the products cause no harm.
 - The companies did not show that every part of the product life remains safe.

• The brands have some green data, such as using recycled materials or lowering footprints.
 - However, this data does not support an absolute claim of full sustainability.

• All ads broke the rules in the CAP Code (Edition 12).
 - They make unproven claims.
 - They do not explain the terms for the reader.

Individual Brand Details

Lacoste

• On June 24, Lacoste’s ad for its Kids Spring/Summer 2025 line said “sustainable clothing.”
• The company showed a 19% reduction in raw material use since Spring/Summer 2022.
• This figure came from ISO life cycle analyses.
• The ASA ruled that this shows progress, not a full proof of no harm.
• Lacoste said it is hard to prove full sustainability and removed the ad quickly.

Nike

• On June 18, Nike’s ad for tennis polo shirts said the product had “sustainable materials.”
• It mentioned that at least 75% of the material is recycled polyester.
• Nike said Google ads have character limits, so details appear on the site.
• The ASA found the claim ambiguous and unqualified without a proof of complete life cycle safety.
• Nike took steps to follow the rules and promised to be clear with consumers.

Superdry

• On June 30, Superdry’s ad stated “Sustainable Style. Unlock a wardrobe that combines style and sustainability.”
• This phrasing suggests that all products are sustainable.
• Superdry noted that 64% of garments use sustainable materials like organic cotton.
• Its 2024 Sustainability Report said that full life cycle data was not available and that only 40% of raw materials are recycled or low impact.
• The ASA ruled that the ad overstates the reach of sustainability claims.

Implications for Sustainable Marketing

Fashion brands must make clear and simple claims. They need to show full life cycle details or qualify their words. Their message must come with strong evidence. They should avoid using words like “sustainable” in an absolute way unless all data supports it. This stance protects consumers from greenwashing and builds trust in genuine sustainable practices.

Sources:

• British Advertising Standards Authority rulings (June 2025)
• CAP Code Edition 12
• Lacoste Spring/Summer 2025 sustainability reports
• Nike product specifications and sustainability communications
• Superdry Sustainability Report 2024

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.