The United Kingdom’s advertising regulator has prohibited promotional material from Adidas, Uniqlo, and Calvin Klein after the brands were unable to verify their environmental declarations. The Advertising Standards Authority (ASA) acted against specific Google advertisements that marketed clothing and footwear as “recycled”.
The investigation focused on Adidas’s claims regarding “recycled running shoes“, Calvin Klein’s marketing of women’s top, and Uniqlo’s fleece outerwear described as being composed of “recycled materials”, reports Guardian.
Adidas defended its position by stating that while it does not offer a specific “recycled” shoe line, various items in its collection do feature recycled components, which are documented internally.
Calvin Klein argued that its women’s apparel utilised “environmentally preferred materials” – such as organic or recycled fabrics – and suggested that customers would not assume the entire product line met these criteria.
For its part, Uniqlo contended that its advertisements were supported by an international certification system and that the public would interpret “recycled” as meaning the garments contained a significant amount of such materials.
However, the regulator determined that the term “recycled” implies a product is made entirely from such materials unless otherwise specified. The ASA maintained that any “absolute” environmental claim requires a substantial level of evidence to be permitted.
The director of complaints and investigations at ASA Miles Lockwood remarked that public trust in ecological claims is vital. He warned that using absolute terms without clear evidence or explanation risks deceiving consumers.
The regulator confirmed it would continue to monitor “green claims” across the industry, providing guidance to advertisers while taking action against those who violate the rules.
This enforcement action is part of a broader scrutiny of the fashion industry’s sustainability statements.
Similar restrictions were placed on Nike, Superdry, and Lacoste last December for misleading consumers regarding the environmental credentials of their products.
