UK Watchdog Blocks Nike, Lacoste & Superdry Ads Over Misleading Green Claims
The UK’s Advertising Standards Authority (ASA) has banned online ads from Nike, Lacoste, and Superdry, saying the companies made “misleading” sustainability claims without enough evidence to support them.
The three fashion brands had run paid Google ads using terms such as “sustainable clothing,” “sustainable style” and “sustainable materials.” The regulator said these phrases were vague, unqualified and likely to make consumers believe the products had an overall positive or neutral environmental impact. The ads were flagged through the ASA’s AI-powered Active Ad Monitoring system, which tracks environmental claims across sectors.
Nike’s ad, seen on 18 June 2025, promoted tennis polo shirts and used the phrase “sustainable materials.” Nike told the ASA that the term referred broadly to its wider sustainability efforts, not just the specific item advertised. However, the ASA said the basis of the claim was unclear and unsupported, making the ad misleading. Nike said it had already removed the ad as part of its routine processes and added that it remained committed to clear communication.
A Lacoste ad from 24 June 2025 described its children’s clothing as “sustainable clothing.” The ASA ruled that the claim lacked clarity and required strong evidence because it was an absolute environmental claim. Lacoste accepted that terms like “green” and “sustainable” are difficult to substantiate and withdrew the ad immediately, saying it would avoid such claims in the future.
Superdry’s Google ad, seen on 30 June 2025, said: “Superdry: Sustainable Style. Unlock a wardrobe that combines style and sustainability.” The ASA questioned whether consumers would understand the basis of the sustainability claim. Superdry said it used recognised standards from the Textile Exchange to assess materials and argued the ad did not suggest that all its products were sustainable. However, the company admitted that full life-cycle information was not publicly available and that the ad had been issued in error. It has taken down the ad and said it will not use it again.
The ASA said all three ads must not appear again in the investigated form.
