The UK Advertising Standards Authority (ASA) bans adverts from Adidas, Calvin Klein and Uniqlo after finding that “recycled” claims in the ads were misleading. The regulator says the companies used the term “recycled” to describe products such as clothing and footwear, but did not provide sufficient information to substantiate what was being claimed.
According to reporting, the ads promoted items including Adidas “recycled running shoes”, Calvin Klein “recycled” women’s tops, and Uniqlo fleece coats and jackets made from “recycled materials”. The ASA ordered the businesses to withdraw the ads, noting that the advertisers were unable to provide evidence supporting their green statements.
Several outlets also report that the ads were run through paid-for Google advertising, bringing additional scrutiny to how environmental terms are used in online retail marketing. The ASA’s action reflects heightened examination of potentially misleading environmental or sustainability messaging by fashion retailers in the UK.
