Nike, Superdry and Lacoste ads banned over green claims

Ads from Nike, Superdry and Lacoste have been banned due to misleading environmental claims.

The UK's advertising watchdog has challenged brands for using the word “sustainable” in Google's paid advertisements, which were not supported by evidence of their sustainability.

The Advertising Standards Authority (ASA) has found three adverts from retailers promising shoppers 'sustainable materials', 'sustainable style' and 'sustainable clothing'.

The UK Advertising Code states that the basis for sustainability claims must be clear and “supported by a high level of substantiation”.

In each case, the company asked for evidence to support environmental claims.

Nike said its advert, promoting tennis polo shirts with the slogan “serve and succeed with Nike… sustainable materials”, was worded “in general terms” and emphasized the broader sustainability of its products.

The training giant said its “green materials” claim was meant to highlight that other products available on its site include recycled materials.

But the ASA ruled that Nike failed to include qualifying details or explain the basis of its claim that its products were “eco-friendly”.

Superdry's ad promoted a “wardrobe that combines style and sustainability”, which it claimed customers would take to mean its clothes were either stylish, eco-friendly, or both.

The retailer said it does not claim that all Superdry products are environmentally friendly.

But the ASA said its environmental claims were “ambiguous and unclear” and would lead customers to believe that all Superdry products were environmentally friendly.

“Superdry has not provided evidence that its products do not have harmful effects on the environment,” the ruling said.

Lacoste advertising promoted the children's line as “eco-friendly clothing” and told the ASA it had been working for years to reduce the carbon footprint of its products.

But the watchdog said that while the environmental impact of the company's children's range had been reduced, it had not provided evidence that its clothes “would not have a harmful impact on the environment”.

In each case, the advertising was banned and the companies were warned that future promotions must contain a “high level of substantiation” of any sustainability claims.

Three resolutions are part wider crackdown by the ASA about brands making misleading environmental claims in advertising. It uses artificial intelligence (AI) to identify ads that potentially violate its rules.

A Nike spokesperson said: “We are working with the UK Advertising Standards Authority on this matter and have taken appropriate action as necessary. We remain committed to providing consumers with clear information to help them make the right choices for them.”

Superdry and Lacoste have been asked to comment.