"Ads for Nike, Superdry and Lacoste have been banned in the UK for misleading consumers about the environmental sustainability credentials of their products. The Advertising Standards Authority (ASA) said paid-for Google ads run by all three retailers used terms such as "sustainable", "sustainable materials" or "sustainable style" without providing evidence proving the green claims. Nike's ad, for tennis polo shirts, referred to "sustainable materials"."
"The ASA said the UK code of advertising states that environmental claims must be clear and "supported by a high level of substantiation". It said that in each case the retailers' use of the phrase "sustainable" was without any additional information, making the claim "ambiguous and unclear". "The claim was absolute and therefore a high level of substantiation in support needed to be produced," the watchdog said. "We had not seen evidence to support it. We therefore concluded the ad was likely to mislead.""
Paid-for Google ads from Nike, Superdry and Lacoste were banned in the UK for using terms like "sustainable" without providing evidence to support environmental claims. Nike's ad for tennis polo shirts referred to "sustainable materials"; the company said the promotion was framed in general terms and that consumers would interpret it as referring to some, not all, products. Superdry's ad invited consumers to "unlock a wardrobe that combines style and sustainability" and said it offered products with sustainability attributes. Lacoste acknowledged difficulty substantiating labels such as "green" or "eco-friendly" despite work to reduce product carbon footprints. The Advertising Standards Authority said the claims were ambiguous, required a high level of substantiation, and lacked evidence considering whole life cycles.
Read at The Business of Fashion
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