Major fashion brands Nike, Superdry, and Lacoste have had their online adverts banned by the UK's advertising regulator for making exaggerated and misleading environmental claims.
Watchdog Rules Against Vague 'Sustainable' Claims
The Advertising Standards Authority (ASA) upheld complaints against the three companies on Wednesday, 3 December 2025. The regulator found that a series of search engine adverts, which promoted clothing described as 'sustainable', were likely to mislead consumers.
The rulings centred on the advertisers' use of the broad term 'sustainable' without providing clear, substantiating information. The ASA assessed that such absolute claims would lead shoppers to believe the products had "no adverse impact" on the environment, a standard that is exceptionally difficult to meet.
How the Fashion Giants Responded
In its defence, Nike argued that consumers clicking on the Google advert would find more detailed sustainability information. The US sportswear giant stated its tennis polos were made with "at least 75 per cent recycled materials" and 'sustainable materials'. However, the ASA ruled the initial claim was still misleading.
Superdry contended that customers would interpret its 'Sustainable Style' advert to mean products were either stylish, sustainable, or both. Lacoste acknowledged that terms like 'green' and 'sustainable' were hard to prove and said it had removed its advert upon learning of the complaint.
A Wider Crackdown on Corporate Greenwashing
These rulings are part of a concerted effort by the ASA to clamp down on greenwashing, where companies overstate their environmental credentials for commercial gain. The action aligns with guidance from the Competition and Markets Authority (CMA) against making unqualified sustainability claims.
This is not an isolated incident. The crackdown has seen several household names penalised:
- In 2022, smoothie brand Innocent (owned by Coca-Cola) had an advert banned.
- Subsequently, ads from Wizz Air, Lloyds Bank, and Total Energies have faced similar bans.
- Craft beer firm Brewdog has fallen foul of the ASA's rules on multiple occasions.
The message from regulators is clear: businesses must provide concrete evidence to back up any environmental claims made in their marketing, or face public rulings and banned adverts.
