Uniqlo, Adidas, Calvin Klein must remove misleading 'recycled material' ads
UK demand Uniqlo, Adidas, Calvin Klein remove 'recycled material' ads. Message mislead users product made from 100% green material.
UK Advertising Standards Authority (ASA) June 24 announce ruling against Uniqlo, Adidas, Calvin Klein.
Three fashion brands run paid ads with 'recycled' message on Google. Adidas promote 'recycled running shoes', Calvin Klein advertise 'recycled' women's shirts, Uniqlo introduce jackets made from 'recycled materials'. Authority accuse message of misleading users that 100% of product made from recycled material. Retailers fail to prove environmental friendliness.
Fleece jacket advertised made from recycled materials. Photo: Uniqlo
Before ASA investigation, Adidas respond they have no separate recycled running shoe line. Some products in collections mix recycled materials, backed by internal documents.
Calvin Klein state some women's t-shirts and blouses use 'eco-friendly materials', including recycled, organic, other materials. They claim consumers will not misunderstand ads as claim for entire product line.
Uniqlo argue consumers understand products made from recycled materials to 'significant extent'. Polyester in fleece jackets made from PET (polyethylene-terephthalate) bottles, recycled from post-consumer waste. 'Recycled' word not apply to other parts like zippers, labels. Brand add ad claims verified by international certification body.
After receiving responses, ASA note Competition and Markets Authority (CMA) issue guide 'Compliance with consumer law when making environmental claims in fashion retail'. Guide state advertisers should not imply product made entirely from single material if untrue.
Example: product must not be described as 'recycled' or 'organic' if it contain non-recycled or non-organic fibers, unless fiber ratio negligible. Product must not be advertised as recycled unless using nearly 100% recycled materials.
For Uniqlo, Google ads show messages 'Uniqlo women's line', 'buy now', 'recycled materials'. Ad content lack explanation for 'recycled materials' claim, making users think claim absolute.
Authority conclude claims not fully proven. Businesses must remove ads, ensure future green claims have high-proof evidence.
Ruling part of broad investigation into environmental claims in fashion retail to avoid 'greenwashing'. Authority use AI monitoring system to scan ads, identify targets.
Late last year, ASA also ban ads from Lacoste, Nike, Superdry for misleading environmental claims.