The UK's advertising watchdog has taken decisive action against three major fashion brands, banning adverts from Nike, Superdry, and Lacoste for making misleading environmental claims. The Advertising Standards Authority (ASA) ruled that the adverts risked deceiving consumers who are actively trying to make more sustainable shopping choices.
Regulator Clamps Down on Vague Green Claims
In a series of rulings published on Wednesday 3 December 2025, the ASA found that all three companies had used broad environmental terminology without providing adequate evidence. The banned adverts featured terms like "sustainable", "sustainable materials", and "sustainable style". The regulator stated that such absolute claims require robust proof, which was not supplied, leaving shoppers with a potentially false impression of the products' environmental impact.
Justine Grimley, operations manager for the ASA's dedicated green project team, emphasised the importance of clarity. "We know that people are increasingly looking to make greener choices, so it's important that advertisers are clear and upfront when making environmental claims," she said. "Broad or unproven statements risk giving a misleading picture of how environmentally-friendly a product really is."
Case-by-Case: How Each Brand Fell Foul of the Rules
Nike's 'Sustainable Materials' Tennis Polos
The ASA investigated a Google advertisement from June in which Nike promoted tennis polo shirts made with "sustainable materials". Nike defended the wording, arguing it was a general statement referring to products containing recycled polyester. However, the regulator concluded the claim was presented as an absolute one. It found that Nike had failed to demonstrate the shirts caused no detrimental environmental impact, and the ad was therefore misleading.
In response, Nike stated it had engaged with the ASA and taken "necessary required actions". The company added: "We remain committed to providing consumers with clear information to help them make the choices that are right for them."
Superdry's 'Sustainable Style' Promise
Similarly, a Superdry advert from June declared "Sustainable Style" and promised a wardrobe that combined fashion with sustainability. The brand contended the claim related only to collections containing sustainably sourced materials and was not an absolute statement about all its products. The ASA acknowledged that 64% of Superdry's 2024 products used such materials. Despite this, it ruled that without clear qualification, the overarching "Sustainable Style" claim was "ambiguous and unclear" to consumers. The regulator noted it welcomed Superdry's decision to remove the advertisement.
Lacoste's Childrenswear Advert
Lacoste faced scrutiny for a Google ad for children's clothing that used the term "sustainable". The brand took a different approach, admitting that substantiating such claims is challenging. Lacoste withdrew the advert immediately after the complaint was raised and pledged not to repeat the wording in future marketing campaigns.
A Clear Warning to Brands Making Green Claims
These rulings collectively send a powerful message to the industry. The ASA has made it clear that brands must be prepared to back up any environmental assertions with solid, verifiable evidence. This crackdown is part of a wider regulatory effort to combat greenwashing—where companies exaggerate their eco-friendly credentials—and to ensure the growing consumer demand for sustainable products is met with honesty and transparency.
Ms. Grimley stated that the decisions provide a "clear message" to all advertisers about the standards expected. For UK shoppers, the action reinforces the need for scrutiny and highlights the role of regulators in holding major corporations accountable for their marketing claims.
