The UK Advertising Standards Authority (ASA) bans ads by Adidas, Uniqlo and Calvin Klein after finding their claims about “recycled” clothing and shoes were not properly evidenced. The regulators’ review focuses on whether “green” statements are misleading when they are used to describe product composition but are not supported with information available to consumers.
According to multiple reports, Adidas advertised “recycled running shoes,” Calvin Klein promoted “recycled” women’s tops, and Uniqlo ran ads for fleece coats and jackets described as made from “recycled materials.” The ASA concluded that the advertisers used the word “recycled” while failing to provide sufficient substantiation or explanatory detail to support the claim.
The bans cover the ads as published and reflect increased scrutiny of environmental marketing claims by fashion brands in the UK. One outlet also reports that the ads were delivered through paid-for Google placements, but the decision centers on the advertisers’ ability to substantiate their “recycled” statements rather than the platform used.
