The Advertising Standards Authority (ASA) has banned advertisements from Calvin Klein, Adidas, and Uniqlo for making misleading claims about the recycled content of their clothing. The regulator found that all three retailers used the term “recycled” without providing adequate information to substantiate the claims.
Details of the Rulings
Adidas promoted “recycled running shoes,” stating that consumers would interpret the ad as meaning the shoes contained materials from recycled sources. However, the company admitted it did not operate a standalone recycled running shoe range, but only that certain products across collections might incorporate recycled materials.
Calvin Klein advertised “responsibly sourced collections – recycled, organic & more,” but argued that it “would not be reasonable” for consumers to believe all products in the women’s tops range contained recycled or organic materials. Uniqlo’s ad for women’s fleece coats mentioned “recycled materials,” intending to mean the polyester content was recycled, not every component like zips or labels.
ASA's Position
The ASA ruled that the ads gave the impression that the products were made entirely from recycled materials, yet none of the three fashion giants could provide evidence to support this. The watchdog ordered the brands to withdraw the ads immediately.
These rulings are part of a broader ASA project investigating environmental claims in the retail fashion sector. In December, the ASA banned ads by Lacoste, Nike, and Superdry for similar misleading environmental claims.
Quotes and Reactions
Miles Lockwood, director of complaints and investigations at the ASA, said: “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.”
A Uniqlo spokeswoman stated: “We have engaged constructively with the ASA and have taken all required actions. We remain committed to transparent communication and take our responsibility to provide accurate, substantiated advertising claims seriously.”
Impact on the Fashion Industry
The ASA's crackdown signals increasing scrutiny on greenwashing in fashion. Brands must now ensure that any environmental claims, especially absolute terms like “recycled,” are clearly explained and backed by robust evidence. The regulator plans to continue monitoring ads and taking action against rule-breakers while offering guidance to advertisers.
