Advertisements from Nike, Superdry and Lacoste have been banned in the UK for advertising environmental practices in their supply chains and misleading customers.
The accusation comes from the Advertising Standards Authority (ASA), the British advertising self-regulatory body, which has monitored environmental claims in the fashion sector through the use of artificial intelligence to identify misleading messages.
The adverts, according to the authority, used terms such as “sustainable”, “sustainable materials” or “sustainable style” without providing any evidence to support the claims.
The accusations
Here are the offending sentences in the various ads:
Nike attempted to justify it by explaining that the term “sustainable” referred to a range of products made from sustainable materials, but without providing concrete evidence regarding the environmental impact of the product throughout its life cycle. The ASA, however, responded that this statement was not clear enough and that, for this reason, the announcement could no longer be distributed as it was.
Similarly, Superdry explained that it simply intended to inform consumers of the availability of products with sustainability attributes, but without providing full information on the environmental impacts of these products.
In any case, these allegations highlight the importance of clear and verifiable communication regarding sustainability. The ASA underlined that the term “sustainable” must be supported by tangible evidence that demonstrates the real commitment of companies and that it should not be used as a simple advertising slogan.
These episodes remind us that, in fashion, sustainability cannot be just a buzzword: it must be accompanied by concrete and transparent actions.
