Nike, Superdry, and Lacoste advertisements prohibited due to deceptive environmental claims

Advertising campaigns from Nike, Superdry, and Lacoste have been prohibited for making unverified claims about their environmental sustainability. The UKs advertising regulator challenged the brands over the use of the term "sustainable" in paid Google ads that lacked supporting evidence.

The Advertising Standards Authority (ASA) highlighted three specific ads from the brands that promoted "sustainable materials," "sustainable style," and "sustainable clothing." According to the UK advertising rules, any environmental claims must be clear and supported by strong evidence.

The ASA requested that each company provide proof to substantiate their claims regarding the sustainability of the products featured in the ads.

Nikes advertisement, which promoted tennis polo shirts with the line "serve and ace with Nike sustainable materials," was described by the company as being general in nature and meant to reflect the broader sustainability efforts across its product range. The company stated the phrase referred to items containing recycled materials. However, the ASA concluded that Nike did not provide sufficient details or justification for the claim about the products sustainability.

Superdrys ad highlighted a "wardrobe that combines style and sustainability." The retailer claimed consumers would understand that this referred to some products being stylish, sustainable, or both, without implying that all items were environmentally friendly. The ASA found the claim ambiguous, potentially misleading consumers into thinking all Superdry items were sustainable, and noted the company had not supplied evidence proving its products had no negative environmental impact.

Lacoste promoted its childrens range as "sustainable clothing" and stated it had been working to reduce the carbon footprint of its items. While the ASA acknowledged improvements in environmental impact, it ruled that the company did not provide evidence that its clothing had no detrimental effect on the environment.

All three ads were banned, and the brands were warned that any future sustainability claims must be fully substantiated. These rulings are part of a broader effort by the ASA to crack down on misleading green advertising, with AI tools being used to detect potentially non-compliant ads.

Nike confirmed it had cooperated with the ASA and taken necessary actions, emphasizing its commitment to providing consumers with clear information. Superdry and Lacoste were also contacted for comment.

Author: Jackson Miller