UK regulator bans Adidas, Uniqlo and Calvin Klein ads over recycled claims
A wider investigation into green claims in the retail fashion sector has led to fresh prohibitions against major brands, reinforcing the need for high-level substantiation of absolute environmental statements.
The UK Advertising Standards Authority has prohibited paid-for Google advertisements from Adidas, Uniqlo and Calvin Klein for making unsubstantiated environmental claims. The regulator determined that the use of the term “recycled” without clarification misled consumers into believing the products were entirely made from recycled materials. This enforcement action is part of a broader investigation into green claims within the fashion retail sector, following similar bans in December involving Nike, Superdry and Lacoste.
Each of the fashion companies ran paid-for Google ads promoting specific items, with Adidas advertising “recycled running shoes”, Calvin Klein “recycled” tops for women, and Uniqlo fleece coats and jackets made from “recycled materials”. The ASA investigated the ads, challenging the companies to substantiate the claims made. Adidas admitted it did not have a dedicated recycled running shoe range, though it held internal documentation to support that certain products across its collections might incorporate recycled materials.
Calvin Klein argued that its women’s T-shirts and tops range included “environmentally preferred materials”, such as recycled and organic fibres, and that it was not reasonable for consumers to interpret the ad as applying to the entire range. Uniqlo claimed its fleece coats and jackets were made from recycled materials to a “meaningful extent”, supported by an international certification scheme. However, the ASA ruled that in each case, the unqualified use of the term would lead consumers to believe the products were all made entirely from recycled materials.
Miles Lockwood, the ASA director of complaints and investigations, emphasised that absolute environmental claims must be supported by a high level of substantiation and clearly explained basis. “It’s important that people can trust the environmental claims they see in ads,” Lockwood said. “When absolute terms like ‘recycled’ are used, the basis of those claims should be clearly explained and properly supported by evidence. Without that, there’s a risk that people could be misled.”
The latest bans handed down by the advertising regulator form part of a wider investigation into environmental claims in ads in the retail fashion sector. The ASA stated it would continue to monitor ads making green claims, taking action where rules are broken while also providing advice and guidance to advertisers. This follows previous bans in December involving Nike, Superdry and Lacoste for misleading consumers about the environmental sustainability credentials of their products.