The UK’s Advertising Standards Authority has banned ads from Nike, Superdry and Lacoste, citing misleading environmental claims as part of a wider greenwashing crackdown.
The UK Advertising Standards Authority (ASA) has banned sustainability-focused ads from Nike, Superdry, and Lacoste, ruling that the campaigns misled consumers about the brands’ environmental credentials. The decision marks the latest step in the UK watchdog’s crackdown on greenwashing in fashion and footwear marketing.
Nike overstates Move to Zero, Superdry and Lacoste scrutinised
According to the ASA, Nike’s ads overstated the eco-benefits of its “Move to Zero” initiative, while Superdry’s campaign exaggerated claims about organic cotton use. Lacoste faced similar scrutiny for suggesting its products were significantly more sustainable than competitors without sufficient evidence. The regulator concluded that all three brands failed to substantiate their environmental messaging, breaching rules on truthful advertising.
ASA demands accuracy in environmental claims
The ASA said the bans aim to protect consumers from misleading sustainability narratives and encourage brands to provide clear, verifiable information. “Environmental claims must be accurate and not give a false impression of a product’s overall impact,” the authority stated.
Part of wider crackdown on greenwashing
BBC reports that the three rulings are part of a wider crackdown by the ASA on brands making misleading green claims in adverts, following growing pressure on fashion brands to substantiate environmental claims with data, as regulators and consumers demand transparency.
The plot twist
AI—the usual suspect in the deepfake hall of shame—is now playing detective. The ASA used AI to sniff out greenwashing violations, proving that whilst algorithms can fabricate plenty of nonsense, they’re equally adept at exposing it. Think of it as poacher-turned-gamekeeper, but for corporate sustainability BS.
