The UK Advertising Standards Authority (ASA) has prohibited advertisements from Nike, Superdry, and Lacoste due to concerns over misleading environmental claims related to their products. These ads, which included phrases like “sustainable,” “sustainable materials,” and “sustainable style,” were found to lack sufficient evidence to support these claims.
Nike’s advertisement, which promoted tennis polo shirts, mentioned “sustainable materials.” However, the company argued that the phrasing was general and suggested that consumers would understand it as referring only to certain products. In a similar fashion, Superdry described its campaign as an invitation to “unlock a wardrobe that combines style and sustainability,” stating that the goal was to showcase various products with sustainability features.
Lacoste, which advertised its sustainable kids’ clothing, acknowledged its years of effort to reduce carbon emissions across its product range. However, it conceded that terms like “green,” “sustainable,” and “eco-friendly” are difficult to substantiate effectively.
The ASA emphasized the need for clarity and substantial backing for environmental claims in advertising. It stated that the use of “sustainable” by these retailers was ambiguous and lacked additional context to validate the assertions made. The ASA concluded that these absolute claims required a high level of substantiation, which was not provided.
Consequently, the ASA mandated the retailers to clarify the basis of future environmental claims and ensure they are supported by robust evidence. Additionally, the ASA issued a separate ban on a gambling advertisement by Betway featuring Formula One driver Lewis Hamilton, determining it likely appealed to individuals under 18, thus violating advertising regulations regarding celebrity endorsements in gambling contexts. Betway argued the ad’s presentation minimized Hamilton’s appeal to younger viewers but the ASA disagreed, citing clear recognition of the driver.
Source: https://www.theguardian.com/media/2025/dec/03/nike-superdry-and-lacoste-ads-banned-in-uk-over-misleading-green-claims