Design Delight Studio

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

The UK’s Advertising Standards Authority (ASA) banned paid Google ads from Nike, Lacoste, and Superdry. ASA did this because the ads misled consumers about the sustainability of the products. The decision came in June 2025. ASA used an AI tool, Active Ad Monitoring, to check for deceptive green claims in fashion.

Key Findings:

• Misleading Absolute Claims:
  All three companies used terms like “sustainable clothing” and “sustainable materials.”
  They did not add clear details or enough proof.
  ASA said these words linked directly to the idea that products had no harm through full use.
  The companies did not meet this strict standard.

• Insufficient Substantiation:
  Each brand showed some proof of green efforts, such as a smaller environmental footprint or the use of recycled materials.
  However, the evidence focused on partial improvements, not the full life cycle.
  ASA found that this short proof did not justify the absolute claims.

• Breach of CAP Code:
  The ads broke the UK CAP Code rules.
  These rules require clear words and strong proof for absolute claims.
  The ads did not follow this clear communication rule.

Individual Brand Details:

• Lacoste:
  Lacoste used “Sustainable clothing” for its Spring/Summer 2025 Kids collection.
  The ad noted a 19% reduction in raw material footprint compared to a 2022 line.
  ASA saw that this statistic only showed a relative gain, not a full guarantee of sustainability.

• Nike:
  Nike promoted “Sustainable Materials” for its tennis polo shirts made with at least 75% recycled components.
  Nike admitted that the ad space did not allow for detailed explanation.
  ASA found that this claim was vague and did not assure no overall environmental harm.

• Superdry:
  Superdry claimed “Sustainable Style” while advertising a mix of style and green efforts.
  Only 64% of its products had sustainably sourced materials.
  With no full life cycle data, the ASA warned that the claim made consumers think all items were sustainable.

ASA’s Directive:

ASA ordered all three companies to stop running these ads.
The authority stressed that future environmental claims must be clear.
Any new claim must come with robust full life cycle evidence.

Industry Implications:

This move shows that rules on green marketing are getting stricter.
Brands in fashion must use clear words and strong proof when they talk about sustainability.
This change helps protect consumer trust and keeps companies within the rules.

Sources: Advertising Standards Authority UK, Brand sustainability reports, CAP Code edition 12

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.