The UK Advertising Standards Authority (ASA) has banned advertisements from Calvin Klein, Adidas, and Uniqlo for making misleading claims about recycled materials in their products. The ads, which appeared as paid Google promotions, used terms like 'recycled running shoes' (Adidas), 'recycled' tops (Calvin Klein), and 'recycled materials' for fleece coats (Uniqlo). The ASA investigated after questioning the substantiation of these environmental claims.
Advertisers' Responses
Adidas stated that it does not have a dedicated recycled running shoe range but acknowledged that some products across its collections may incorporate recycled materials, backed by internal documentation. Calvin Klein argued that its women's T-shirts and tops range includes 'environmentally preferred materials' such as recycled and organic components, and that consumers would not interpret the ad as applying to the entire range. Uniqlo claimed that its products are made to a 'meaningful extent' from recycled materials, supported by an international certification scheme.
ASA Ruling
Despite these justifications, the ASA ruled that the term 'recycled' without further clarification 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.'
Broader Investigation
These bans are part of a wider ASA investigation into environmental claims in the retail fashion sector. In December, the ASA banned ads from Nike, Superdry, and Lacoste for misleading consumers about sustainability credentials. The regulator continues to monitor ads making green claims and offers guidance to advertisers to ensure compliance.
