Photo: textiletoday.com
Paid ads on Google are under scrutiny, according to The Guardian. Adidas promoted sneakers by mentioning recycled materials, Calvin Klein promoted women’s tops, and Uniqlo promoted fleece jackets and coats. The regulator concluded that the wording used could have given consumers the impression that the advertised products were made entirely from recycled materials, whereas the explanations provided by the companies did not sufficiently substantiate such claims.
During the investigation, Adidas stated that it does not produce a separate line of running shoes made entirely from recycled materials; however, certain models do contain such components and are accompanied by relevant internal documentation. Calvin Klein noted that the advertisement referred to products made using various environmentally preferable materials, including recycled and organic fibers, rather than to the entire product line. Uniqlo, for its part, cited an international certification system and stated that consumers should interpret the advertisement as indicating a significant proportion of recycled materials in the products.
However, the ASA found that the use of the term “recycled” without further explanation could be perceived as a claim that the product is made entirely from recycled materials. According to the regulator, such environmental claims must be accompanied by clear explanations and compelling evidence.
“It is important that people can trust the environmental claims they see in advertisements,” said Miles Lockwood, the ASA’s Director of Complaints and Investigations. He said the regulator will continue to monitor advertisements containing sustainability claims and take action in cases of violations of current rules.
The decision is part of a broader campaign to scrutinize environmental marketing in the fashion industry. Previously, the ASA had already banned a number of advertisements by Nike, Superdry, and Lacoste, ruling that the environmental sustainability claims about their products could mislead consumers. Amid growing attention to sustainability issues, monitoring such marketing practices is becoming a key focus for European regulators.
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