"The UK advertising watchdog said on Wednesday that it banned a Google ad from each company in June. These rulings follow a targeted investigation into the retail fashion sector, as conducted with the ASA's artificial intelligence-powered Active Ad Monitoring system, which uses AI to identify adverts in specific sectors bending the rules or beyond the scope. All three rulings were focused on misleading environmental claims made by the prominent purveyors."
""The ad[s] must not appear again in the form investigated," the ASA said to all three offenders. "We told [them] to ensure that the basis of future environmental claims-and their meaning-was made clear, and that a high level of substantiation was held to support them." Each of those rulings addressed a paid search advertisement for using broad and unqualified terms (like "sustainable clothing" or "sustainable materials") without providing sufficient clarity or substantiation."
The Advertising Standards Authority banned paid Google search ads from Nike, Lacoste and Superdry after finding broad, unqualified claims such as "sustainable clothing" or "sustainable materials" to be misleading. The ASA used its AI-powered Active Ad Monitoring system to target the retail fashion sector and surface adverts that potentially bend advertising and environmental-claims rules. The rulings determined the wording implied products had no detrimental environmental impact across their full life cycle, a standard the companies failed to meet. Each brand supplied some sustainability evidence, but the ASA judged it insufficient to substantiate absolute lifecycle claims and required clearer, high-quality substantiation for future assertions.
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