The UK Advertising Standards Authority (ASA) has banned advertisements from major fashion brands Adidas, Uniqlo, and Calvin Klein for making unsubstantiated claims regarding their recycled clothing products. The ASA's decision stems from the companies' inability to provide sufficient evidence to support their assertions that certain items were made from recycled materials. Adidas promoted 'recycled running shoes,' Calvin Klein advertised 'recycled' women's tops, and Uniqlo marketed fleece coats made from 'recycled materials.'
The ASA's investigation revealed that while these brands claimed to incorporate recycled materials, they did not have a designated range of fully recycled products. Adidas stated that some items might include recycled components but lacked a specific collection. Calvin Klein argued that its ads referred to select products within its range, while Uniqlo contended that consumers would understand its claims to imply a significant use of recycled materials, backed by an international certification scheme. However, the ASA concluded that the term 'recycled' could mislead consumers into believing that the products were entirely made from recycled materials.
Miles Lockwood, the ASA's director of complaints and investigations, emphasized the importance of trust in environmental claims, stating that absolute terms must be substantiated by clear evidence to avoid misleading consumers. The ASA plans to continue monitoring advertisements that make green claims to ensure compliance with advertising standards.