Nike, Lacoste, and Superdry advertisements banned in UK for deceptive environmental claims

The UK Advertising Standards Authority (ASA) has blocked online ads from Nike, Lacoste, and Superdry after finding their claims about sustainability were not properly supported. The advertisements, displayed through paid Google campaigns, used terms such as sustainable clothing and sustainable materials without providing sufficient evidence to substantiate these environmental assertions.

The ASA emphasized that this action is part of a broader effort to scrutinize environmental claims in the fashion retail sector. Its investigation relied on data from the Active Ad Monitoring system, which employs artificial intelligence to proactively scan ads in specific industries.

Nikes ad, observed on 18 June 2025, promoted tennis polo shirts labeled as made with sustainable materials. The company stated that the wording was meant to describe the general benefits of a range of products rather than a single item. However, the ASA determined that broad terms like sustainable are inherently ambiguous and could mislead consumers into believing the product has a wholly positive environmental impact. The meaning of sustainable materials was not clarified, nor was evidence provided, making the ad potentially misleading, the ASA concluded.

Lacoste faced similar scrutiny for an ad on 24 June 2025 describing its childrens clothing line as sustainable clothing. The regulator noted that without explanation, the term sustainable is vague and demands strong evidence to be considered accurate. Lacoste acknowledged the challenge of substantiating terms like green, eco-friendly, and sustainable, and removed the advertisement immediately, pledging not to use such claims in the future.

Superdry also came under fire for a Google ad seen on 30 June 2025 stating, Sustainable Style. Unlock a wardrobe that combines style and sustainability []. The ASA questioned whether this phrasing could mislead consumers. Superdry explained that the ad referred to individual items within a collection having sustainability credentials, not the brands entire range. While they assess products against standards from the Textile Exchange and follow a three-pillar evaluation system, the company admitted that full lifecycle information was not publicly available, leading to the ads removal and a promise not to repeat the error.

The ASA confirmed that none of the ads should reappear in their original form. This move follows similar international action, including Italys AGCM fining fast fashion retailer Shein 1 million earlier this year for misleading environmental claims.

Author: Olivia Parker