The UK Advertising Standards Authority (ASA) announced its ruling against Uniqlo, Adidas, and Calvin Klein on 24/6.

The three fashion brands ran paid advertisements on Google featuring 'recycled' messaging. Adidas promoted 'recycled running shoes,' Calvin Klein advertised 'recycled' women's tops, and Uniqlo showcased jackets made from 'recycled materials.' However, authorities alleged that these messages misleadingly implied that 100% of the products were made from recycled materials, a claim the fashion retailers could not substantiate.

A fleece jacket advertised as made from recycled materials. *Photo: Uniqlo*

In response to the ASA's investigation, Adidas stated they do not have a separate line of recycled running shoes. They noted that some products within their collections may incorporate recycled materials, supported by internal verification documents.

Calvin Klein indicated that some products in their women's t-shirt and top lines use 'environmentally friendly materials,' including recycled, organic, and other materials. They argued that consumers would not misinterpret their advertisements as claiming that recycled content applied to their entire product range.

Uniqlo, from its perspective, believed consumers would understand that their products were made from recycled materials to a 'significant extent.' They specified that the polyester used in their fleece jackets comes from post-consumer recycled PET (polyethylene terephthalate) plastic bottles. The term 'recycled' was not applied to other components like zippers or labels. The company added that its advertising claims were verified by an international certification organization.

Following the companies' responses, the ASA referenced guidance issued by the Competition and Markets Authority (CMA) titled 'Complying with consumer law when making environmental claims in the fashion retail sector.' This guidance states that advertisers should not imply a product is made entirely from a single material if that statement is untrue.

For example, a product should not be described as 'recycled' or 'organic' if it contains non-recycled or non-organic fibers, unless the proportion of such fibers is negligible. This means a product should not be advertised as recycled unless it uses nearly 100% recycled materials.

Specifically, Uniqlo's Google ad featured messages like 'Uniqlo women's range,' 'shop now,' and 'recycled materials.' The advertisement did not include information explaining the basis of the 'recycled materials' claim, which could lead consumers to interpret it as absolute.

Consequently, authorities concluded that the claims in these advertisements were not fully substantiated. The companies must remove the ads and ensure that any future green claims are supported by strong evidence.

This ruling is part of a broader investigation into environmental claims in the fashion retail sector, aimed at preventing 'greenwashing.' Authorities are employing an artificial intelligence (AI) powered monitoring system to review advertisements in this sector and identify targets for investigation.

Late last year, the ASA also banned advertisements from Lacoste, Nike, and Superdry, citing misleading environmental claims.

By Bao Bao (Sources: ASA, The Guardian, STV)