ADIDAS, CALVIN KLEIN AND UNIQLO ADS BANNED OVER RECYCLED CLAIMS

The Advertising Standards Authority (ASA) has banned paid-for Google advertisements from Adidas, Calvin Klein and Uniqlo after determining the companies could not substantiate claims that their products were made from recycled materials. Adidas promoted "recycled running shoes", Calvin Klein advertised "recycled" tops for women, and Uniqlo marketed fleece coats and jackets made from "recycled materials". The ASA investigated each advertisement and asked the companies to provide evidence supporting their environmental claims. The regulator concluded that without further clarification, the term "recycled" would lead consumers to believe products were entirely made from recycled materials.

Adidas stated it did not operate a dedicated recycled running shoe range but said certain products across its collections might incorporate recycled materials, supported by internal documentation. Calvin Klein argued that certain products in its women's tops range included "environmentally preferred materials" such as recycled and organic options, and that consumers would not reasonably interpret the advertisement as applying to the entire range. Uniqlo claimed consumers would understand the products were made to a "meaningful extent" from recycled materials and cited an international certification scheme as support. Each company's response was deemed insufficient by the ASA, which determined that absolute environmental claims in advertisements must be supported by a high level of substantiation.

The ASA stated that environmental claims in advertising must be clearly explained and properly evidenced to prevent consumer deception. Miles Lockwood, the ASA's director of complaints and investigations, said that when absolute terms like "recycled" are used, the basis of those claims should be transparent and supported by evidence. The decision reflects increased regulatory scrutiny of fashion retailers' environmental statements.