The UK Advertising Standards Authority (ASA) has banned advertisements for Calvin Klein, Adidas, and Uniqlo after the fashion retailers failed to substantiate claims that their products were made from recycled materials. The watchdog ruled that the term 'recycled' in the ads would mislead consumers into believing the items were entirely composed of recycled content.
Details of the Banned Ads
Each company ran paid-for Google ads. Adidas promoted 'recycled running shoes,' Calvin Klein advertised 'recycled' tops for women, and Uniqlo marketed fleece coats and jackets made from 'recycled materials.' The ASA investigated these ads and challenged the companies to provide evidence supporting their environmental claims.
Adidas argued that it did not have a dedicated recycled running shoe range but that some products across its collections might incorporate recycled materials. The company claimed it held internal product documentation to confirm its assertions. Calvin Klein stated that certain products in its women's T-shirts and tops range included 'environmentally preferred materials,' such as recycled, organic, and other inputs, and that consumers would not reasonably interpret the ad as applying to the entire range. Uniqlo contended that consumers would understand the products were made to a 'meaningful extent' from recycled materials and pointed to an international certification scheme as support.
ASA Ruling and Rationale
The ASA rejected these defenses. It concluded that without further clarification, the use of the term 'recycled' would lead consumers to believe the products were entirely made from recycled materials. The regulator emphasized that absolute environmental claims must be supported by a high level of substantiation. Miles Lockwood, ASA director of complaints and investigations, stated: 'It's important that people can trust the environmental claims they see in ads. 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. We'll be continuing to monitor ads making green claims, taking action where we do see ads breaking the rules, whilst also supporting advertisers with advice and guidance to help them get it right.'
Broader Crackdown on Greenwashing in Fashion
These latest bans are part of a wider ASA investigation into environmental claims in the retail fashion sector. In December 2024, the ASA banned ads for Nike, Superdry, and Lacoste for similar misleading sustainability claims. The regulator is intensifying scrutiny of fashion retailers to ensure that green marketing is accurate and not deceptive.
