The Advertising Standards Authority (ASA) has banned ads for three major fashion retailers - Adidas, Uniqlo, and Calvin Klein - after they were unable to substantiate claims that their clothing and shoes are made from 'recycled' materials. The regulator investigated the paid-for Google ads, challenging the companies to provide evidence to support their environmental statements.
Adidas was promoting 'recycled running shoes', Calvin Klein was advertising 'recycled' tops for women, and Uniqlo was advertising fleece coats and jackets made from 'recycled materials'. However, the ASA found that the companies' claims were not supported by sufficient evidence, leading to a ban on their ads.
The ASA director of complaints and investigations, Miles Lockwood, stated that 'people can trust the environmental claims they see in ads' and that absolute terms like 'recycled' must be clearly explained and supported by evidence. The regulator will continue to monitor ads making green claims, taking action where necessary and providing advice and guidance to advertisers.
This is the latest in a series of bans handed down by the ASA in its investigation into environmental claims in ads in the retail fashion sector. In December, the regulator banned ads for Nike, Superdry, and Lacoste for making misleading environmental sustainability claims.
The ASA's actions are seen as a step towards promoting transparency and accountability in the fashion industry. By enforcing stricter guidelines on environmental claims, the regulator aims to protect consumers from misleading advertising and promote sustainable practices.