UK Watchdog Bans Nike, Lacoste & Superdry Ads Over Misleading Sustainability Claims

AI-Led Investigation Exposes Greenwashing

The UK’s Advertising Standards Authority (ASA) has banned paid Google advertisements from global fashion brands Nike, Lacoste, and Superdry after ruling that their sustainability claims were misleading and inadequately substantiated.

The action is part of a wider crackdown on greenwashing in the fashion industry, driven by AI-powered monitoring that scans digital ads across sectors.

All three advertisements appeared in June 2025 and used broad environmental terms such as “sustainable materials,” “sustainable style,” and “sustainable clothing.” The ASA concluded that these claims lacked sufficient clarity and evidence.

Greenwashing: When Sustainability Becomes a Marketing Mirage

Nike: ‘Sustainable Materials’ Claim Fails Scrutiny

Nike’s advert promoted a tennis polo shirt under the banner of “sustainable materials.” In its defence, the company said the claim was meant to reflect the presence of recycled materials across its website, adding that all Summer 2025 tennis polos contained at least 75% recycled content.

Nike also pointed to strict character limits in Google ads, which restricted detailed explanations. However, the ASA ruled that recycled content alone does not prove full environmental sustainability across a product’s entire life cycle. The regulator said Nike failed to clearly explain the basis of its claim, making the ad likely to mislead consumers.

Lacoste Kids: ‘Sustainable Clothing’ Term Deemed Overstated

Lacoste’s ad described its children’s clothing range as “sustainable clothing.” While the brand highlighted efforts to reduce carbon emissions and increase the use of certified and responsible fabrics, the ASA found that this did not justify a blanket sustainability claim.

The watchdog ruled that consumers could reasonably interpret the claim to mean that the products caused no environmental harm throughout their lifecycle, something Lacoste had not proven.

Superdry: ‘Sustainable Style’ Found Ambiguous

Superdry’s Google ad promoted a wardrobe combining “style and sustainability.” The retailer argued that customers would understand this to mean a mix of sustainable and non-sustainable items.

However, the ASA disagreed, stating that the language was ambiguous and likely to mislead shoppers into believing all Superdry products were environmentally friendly.

Although Superdry said 64% of its materials were sustainably sourced, the ASA ruled that this alone did not demonstrate that its products had no detrimental environmental impact.

ASA’s Clear Warning to Brands

The regulator has ordered that all three advertisements must not appear again in their current form. It also issued a strong warning that any future environmental claims must:

• Clearly explain their basis

• Avoid vague language like “sustainable” without context

• Be backed by a high level of verifiable evidence

These rulings are part of the ASA’s intensified efforts to clean up misleading green marketing across industries, particularly in fast fashion.

Nike Responds

Reacting to the ruling, a Nike spokesperson said: “We have engaged with the UK Advertising Standards Authority on this matter and have taken the necessary required actions. We remain committed to providing consumers with clear information to help them make informed choices.”

Read More: The Greenwashing Deception: Exposing the Lie That’s Fueling Global Warming