Major Brands Nike, Superdry, and Lacoste Face Ad Bans Over Unsubstantiated Green Claims

The UK’s advertising watchdog has issued bans against major retailers Nike, Superdry, and Lacoste for what it describes as misleading environmental claims in their online advertisements. The decision comes after the Advertising Standards Authority (ASA) challenged the brands regarding their use of terms like “sustainable” without sufficient evidence to support such assertions.

Millenium TV has learned that the ASA targeted three specific paid-for Google advertisements from these companies, which promised consumers “sustainable materials,” “sustainable style,” and “sustainable clothing.” The UK’s advertising code mandates that all environmental sustainability claims must be clear and backed by a high level of substantiation.

In response to the challenges, Nike stated that its ad, promoting tennis polo shirts with the tagline “serve and ace with Nike… sustainable materials,” was intended to broadly highlight the wider sustainability efforts across its product range, particularly the use of recycled materials in other items. However, the ASA ruled that Nike failed to provide qualifying details or explain the specific basis of its sustainability claims, leading to the ban.

Superdry’s advert promoted a “wardrobe that combines style and sustainability.” The retailer contended that customers would understand this to mean its clothing was either stylish, sustainable, or both, not necessarily implying all products were sustainable. The ASA, however, found Superdry’s green claims to be “ambiguous and unclear,” concluding that they would lead customers to believe all Superdry products were sustainable. The ruling highlighted, “Superdry had not provided evidence to demonstrate that their products had no detrimental effect on the environment.”

Lacoste’s advertisement for its kids’ range, featuring “sustainable clothing,” prompted the company to inform the ASA of its long-standing efforts to reduce the carbon footprint of its products. Despite documented reductions in environmental impact, the watchdog determined that Lacoste had not offered evidence proving its clothing would have “no detrimental effect on the environment,” resulting in a ban.

Each company has been warned that future promotions must include a “high level of substantiation” for any sustainability claims. These rulings are part of a broader initiative by the ASA to combat misleading green claims in advertising, an effort that now leverages artificial intelligence to identify potentially non-compliant ads. A Nike spokesperson confirmed the company has “engaged with the UK Advertising Standards Authority on this matter and have taken the necessary required actions,” reaffirming a commitment to providing clear information to consumers.