Key facts
- Adidas, Uniqlo, and Calvin Klein ads have been banned by the UK's Advertising Standards Authority (ASA).
- The bans were due to unsubstantiated 'recycled' claims made in online advertisements.
- The ASA requires clear evidence when using terms like 'recycled' to avoid misleading consumers.
- The regulator is continuing to monitor green claims in fashion advertising.
The UK's Advertising Standards Authority (ASA) has banned online advertisements from fashion giants Adidas, Calvin Klein, and Uniqlo for making misleading claims about the use of recycled materials. The regulator stated that the companies failed to provide sufficient evidence to substantiate their "recycled" claims.
Adidas was investigated over a Google ad promoting a "recycled shoe range." The sportswear company conceded that it does not have a standalone range of recycled running shoes, but rather that certain products might incorporate recycled materials. The ASA banned the ad, stating it expected evidence that all shoes in such a range were made entirely from recycled materials.
Calvin Klein Europe was censured for a Google advert stating "recycled, organic & more" in its responsibly sourced collections. The ASA found that consumers would expect all tops in the collection to be made entirely from recycled fabrics and that the company failed to provide adequate information.
Similarly, a Google ad by Uniqlo was found to be misleading by suggesting all pictured fleeces were made from recycled materials. While the main fabric was recycled polyester, the items included non-recycled zips and labels. The ASA banned this ad as well.
Miles Lockwood, the ASA's director of complaints, emphasized that "absolute terms like ‘recycled’ should be clearly explained and properly supported by evidence" to avoid misleading consumers. He added that the ASA will continue to monitor ads making green claims and take action against those breaking the rules.