UK watchdog bans ads by Nike, Superdry and Lacoste over ‘misleading environmental claims’

Advertising Standards Authority uses AI to tackle claims in the fashion retail sector. 

The UK’s advertising watchdog has banned online ads by Nike, Superdry and Lacoste over “misleading environmental claims”.  

Posted on Wednesday, the rulings relate to paid-for Google ads spotted by the Advertising Standards Authority (ASA) in June.   

The adverts were identified by the authority’s ‘active ad monitoring system’, which uses AI to “proactively survey ads in specific sectors”.  

ASA is undertaking a wider investigation into the environmental claims being made by the apparel sector, and took issue with Nike’s use of the term “sustainable materials” in an ad which featured its tennis polo shirts.   

The watchdog said Nike had argued it was “framed in general terms and was intended to call out the benefits relating to a wide range of Nike products and services, rather than being specific to a particular product or service”. 

Superdry’s ad claimed its products could help “unlock a wardrobe that combines style and sustainability”.  

When challenged, the firm said it was highlighting that some of its products had sustainability attributes and credentials.   

“In their view the ad did not make an absolute claim, nor did it suggest all Superdry products were sustainable,” ASA wrote.   

In defence of an add that appeared to claim its children’s range was sustainable, Lacoste invoked its entity-level climate target. 

“Lacoste said they had been working for several years to reduce the carbon footprint of their entire product value chain in order to achieve their ambitious targets, as validated by the Science Based Targets initiative,” ASA noted, adding that the firm also said “78% of the online Lacoste Kids clothing products were composed of certified fabrics” at the time of the advert.   

Despite the arguments, ASA ruled that none of the adverts could appear again in the form investigated.   

The companies were also told to “ensure that the basis of future environmental claims, and their meaning, was made clear” and that they were supported by a “high level of substantiation”.    

When approached for comment, a Lacoste spokesperson directed Real Economy Progress to its SBTi targets, adding that its children’s range had cut its environmental footprint by nearly a fifth in the past three years.

“It was with this in mind that the term ‘sustainable’ was used in an ad,” the spokesperson said.

“As soon as the ASA pointed out that this use did not comply with its standards, Lacoste immediately withdrew the ad in question.”

Nike and Superdry did not respond to a request for comment.