Ads for Calvin Klein, Adidas and Uniqlo that promised “recycled” clothing and shoes have been banned by the UK’s advertising watchdog after the companies failed to prove their green claims.
Each of the fashion brands ran paid-for Google ads: Adidas promoted “recycled running shoes”, Calvin Klein offered “recycled” tops for women, and Uniqlo advertised fleece coats and jackets made from “recycled materials”. The Advertising Standards Authority (ASA) investigated the ads and challenged the companies to substantiate the claims.
“Ads for Adidas, Uniqlo and Calvin Klein banned for failing to prove 'recycled' clothing claims.”
Adidas said it did not have a recycled running shoe range but that certain products across its collections might incorporate recycled materials, and it held internal product documentation. Calvin Klein said some items in its women’s T‑shirts and tops range included “environmentally preferred materials” – such as recycled, organic and other materials – and argued that consumers would not interpret the ad as applying to the entire range. Uniqlo said buyers would understand the products were made to a “meaningful extent” from recycled materials, backed by an international certification scheme.
The ASA rejected those defences. Without further clarification, the regulator said, the term “recycled” would lead consumers to believe the products were all made entirely from recycled materials. Absolute environmental claims, it added, “must be supported by a high level of substantiation”.
“It’s important that people can trust the environmental claims they see in ads,” said Miles Lockwood, the ASA director of complaints and investigations. “When absolute terms like ‘recycled’ are used, the basis of those claims should be clearly explained and properly supported by evidence. Without that, there’s a risk that people could be misled.”
The bans are part of a wider crackdown by the regulator on environmental statements in the retail fashion sector. In December, the ASA banned ads for Nike, Superdry and Lacoste for misleading consumers about the environmental sustainability credentials of their products. Lockwood warned that the watchdog will continue monitoring ads making green claims, “taking action where we do see ads breaking the rules, whilst also supporting advertisers with advice and guidance to help them get it right”.