The Advertising Standards Authority has banned online adverts from Adidas, Calvin Klein and Uniqlo after finding each brand used the term “recycled” in a misleading way.
The bans form part of a broader crackdown by the UK advertising regulator targeting fashion companies making exaggerated or unsupported environmental claims about their clothing.
Adidas UK came under scrutiny for a Google ad carrying the strapline: “Adidas recycled running shoes […] check out our recycled shoe range today.”
When questioned by the regulator, the German sportswear giant conceded that it does not operate a standalone range of recycled running shoes, acknowledging instead that certain products across its collections “might incorporate recycled materials.”
The ASA said it “expected to see evidence showing that all shoes in a recycled running shoe range were made entirely from recycled material”, and banned the ad after that evidence could not be supplied.
Calvin Klein Europe was censured for a Google advert stating: “Calvin Klein tops for women. Responsibly sourced collections – recycled, organic & more.”
The regulator determined that consumers would expect all tops in that collection to be made entirely from recycled fabrics, and found that the brand failed to provide sufficient information about the composition of the clothing.
A Google ad paid for by the UK arm of Japanese streetwear brand Uniqlo misled consumers by implying that all fleeces pictured were made entirely from recycled materials, the ASA found.
The ad was banned because, while the main body fabric of the items was made from recycled polyester, the products also included non-recycled zips and labels.
These latest rulings follow bans imposed on adverts by Lacoste, Nike and Superdry at the end of last year for similarly misleading environmental claims.
Miles Lockwood, the ASA’s director of complaints, said: “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.”
Lockwood added: “We’ll be continuing to monitor 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.”
The actions signal an increasingly assertive approach from the ASA as regulators tighten scrutiny on sustainability marketing across the fashion industry.
Adidas, Calvin Klein and Uniqlo were each approached for comment on the rulings.