The UK Advertising Standards Authority (ASA) has banned advertisements from global fashion brands Nike, Superdry, and Lacoste, citing unsubstantiated environmental claims. The crackdown reflects growing regulatory pressure on the fashion industry to provide evidence-backed sustainability messaging.
The ASA’s rulings focused on ads that used terms like “sustainable materials,” “sustainable style,” and “sustainable clothing” without sufficient proof. According to the authority, such language gave consumers the misleading impression that the products had a verified reduced environmental impact.
Nike’s advert for tennis polo shirts claimed they were made from “sustainable materials.” However, the ASA noted that the brand did not specify what proportion of recycled or low-impact materials were used or demonstrate any measurable reduction in the garments’ life-cycle environmental impact. Nike defended the claim as reflecting broader sustainability ambitions, but the regulator ruled it too vague to satisfy the UK’s environmental advertising code.
Superdry’s ad invited customers to “unlock a wardrobe that combines style and sustainability.” The ASA found the statement misleading, as it implied that the retailer’s overall product range was environmentally friendly without adequate evidence. Superdry argued that consumers would interpret the phrase as referring only to certain items, but the regulator deemed the claim overly broad.
Lacoste’s advert for children’s clothing described the line simply as “sustainable clothing.” While the brand cited ongoing efforts to reduce carbon emissions, the ASA said it failed to demonstrate that the garments had no detrimental environmental impact across their full lifecycle.
All three brands were instructed to remove or revise the advertisements and ensure any future sustainability claims are supported by clear, evidence-based data. The rulings come amid an expanding ASA initiative to combat greenwashing, including the use of artificial intelligence to detect vague or unverified sustainability claims before they reach consumers.
A Nike spokesperson confirmed that the company has taken corrective action and remains committed to transparent communication with customers. Superdry and Lacoste have been contacted for comment.
This move highlights an increasing global scrutiny of environmental claims in marketing, emphasizing that sustainability cannot be used as a marketing buzzword without verifiable proof.