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

The UK’s Advertising Standards Authority (ASA) has banned advertisements from Nike, Lacoste, and Superdry due to “misleading” and unqualified environmental claims about sustainability. This marks a notable escalation in the ASA’s enforcement against greenwashing in marketing.

Nike: “Sustainable Materials” Claim Disallowed

Nike’s search ad promoted tennis polo shirts under the headline “Serve An Ace With Nike… Sustainable Materials.” Although some garments featured a “sustainable materials” tag indicating at least 75% recycled fibers, the ASA ruled the ad implied an overall sustainability claim. Nike failed to provide sufficient evidence that the products had a lower environmental impact throughout their entire lifecycle (manufacture, use, disposal). The ASA found data on reduced CO₂ impacts for recycled polyester insufficient alone. As a result, Nike’s ad must be withdrawn in its present form.

Lacoste: “Sustainable Clothing for Kids” Ad Banned

Lacoste was penalized for an ad promoting kidswear made from GOTS-certified organic cotton, recycled fibers, and responsibly sourced wool. Though 78% of the kidswear line used certified/recycled materials and lifecycle assessments showed improvements versus 2022, the ASA determined the ad’s unqualified claim suggested full-range sustainability, which was unsubstantiated. The analysis did not confirm lower impacts across the entire product lifecycle, risking consumer confusion. Lacoste removed the ad and committed to clearer future messaging.

Superdry: “Style and Sustainability” Claim Rejected

Superdry’s paid search ad claimed a “wardrobe that combines style and sustainability” while linking to a womenswear range mixing sustainable items with others lacking environmental credentials. The ASA concluded this general claim lacked comprehensive proof of a reduced environmental footprint and misled consumers into assuming all products were sustainable. The ad was banned and flagged for removal.

ASA’s Position on Green Claims

The ASA emphasized that sustainability claims must be clear, specific, and backed by comprehensive evidence, covering the entire lifecycle of products or collections. Aspirational or broad-brush statements risk misleading consumers and are subject to regulatory action. Nike, Lacoste, and Superdry were all instructed to avoid repeating such unqualified claims.

Why This Matters for Sustainable Product Marketing

The ruling underscores stringent expectations for transparency in marketing organic and sustainable products. Brands must demonstrate verifiable environmental benefits beyond select materials or improvements from prior collections. This protects consumers from greenwashing and supports informed purchasing decisions aligned with true sustainability principles.

For marketers and brands in the organic and sustainable sector, the ASA’s crackdown is a critical reminder to use precise, evidence-based claims — crucial for building trust and long-term loyalty among eco-conscious consumers.

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