Ads for Nike, Superdry and Lacoste have been banned in the UK after regulators ruled they exaggerated environmental benefits and misled consumers.
The Advertising Standards Authority (ASA) said all three brands used terms such as “sustainable”, “sustainable materials” and “sustainable style” without evidence to back up the claims.
It said the adverts risked misleading shoppers who wanted to make greener choices.
In a Google ad in June, Nike promoted tennis polo shirts with “sustainable materials”. Nike argued the wording was general and referred to products made with recycled polyester.
But the ASA said the claim was “absolute” and required strong proof. It found Nike had not made it clear that the shirts did not have a detrimental impact on the environment.
Nike said it had engaged with the ASA and taken “necessary required actions”, adding: “We remain committed to providing consumers with clear information to help them make the choices that are right for them”.
A Superdry advert in June declared “Sustainable Style” and promised a wardrobe combining fashion and “sustainability”. Superdry said the claim referred to collections containing sustainably sourced materials. It said the ad did not make an absolute claim, nor did it suggest all its products were sustainable.
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The ASA noted 64% of Superdry products in 2024 used such materials, but ruled that, without qualification, the sustainable claim was “ambiguous and unclear”. It said it welcomed Superdry’s decision to remove the ad.
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A Google ad for Lacoste children’s clothing used the term “sustainable”. Lacoste admitted that such claims are difficult to substantiate and withdrew the advert immediately after the complaint. The brand pledged not to repeat the wording in future.
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Justine Grimley, operations manager for the ASA’s green project team, said: “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.
“Broad or unproven statements risk giving a misleading picture of how environmentally-friendly a product really is.”
She added the rulings send a “clear message” that brands must back up green claims with solid evidence.
