Lacoste_ Nike and Superdry ads get banned in the UK for _misleading_ environmental claims

The UK_s Advertising Standards Authority (ASA) has banned ads by Lacoste_ Nike and Superdry for including potentially misleading environmental claims. The advertising watchdog said the rulings formed part of a wider investigation addressing environmental claims in the retail fashion sector.

For Lacoste_ the ad in question was a Google promotion stating “Lacoste Kids – Sustainable [...] clothing”. Nike_s ad read “Nike Tennis Polo Shirts – Serve An Ace with Nike [...] Sustainable Materials” and Superdry stated in its own ad: “Superdry: Sustainable Style. Unlock a wardrobe that combines style and sustainability [...].” For all ads_ ASA challenged whether the claims of sustainability were misleading.

While each of the companies outlined evidence as to why the terminology was utilised – citing the use of third-party measurement tools_ the percentage of “sustainable” materials used in certain products_ and in-house requirements – all the ads were removed by the respective brands in response. Both Lacoste and Superdry acknowledged their faults_ with the latter recognising that the full life cycle of their products was not publicly available and that they had not considered consumers potentially being misled.

In its report_ ASA referred to the Competition and Markets Authority guidance _Complying with consumer law when making environmental claims in the fashion retail sector_. Here_ the competition watchdog states that broader or absolute claims such as “sustainable” were likely to mislead consumers_ potentially leading them to assume the product in question had a wholly positive impact.