The UK’s Advertising Standards Authority (ASA) has issued a series of rulings banning sustainability-related ads from major fashion brands including Nike, Lacoste and Superdry. The regulator said the companies used environmental claims that could mislead consumers, following an AI-driven investigation into green marketing practices across the retail fashion sector.
According to the ASA, the rulings form part of a broader probe into environmental messaging used by fashion retailers. The ads were flagged by an artificial-intelligence monitoring system that proactively scans advertising activity in high-risk sectors, including fashion. All three banned ads were paid Google search placements that ran in June 2025.
The ASA said its goal is to enforce clearer standards amid a “significant rise” in greenwashing complaints and government pressure to crack down on misleading environmental claims. Recent UK policy initiatives, including the Digital Markets, Competition and Consumers Act, have strengthened requirements for truthful sustainability marketing.
Nike Ad Under Fire for “Sustainable Materials” Claim
One of the banned ads promoted a Nike Tennis Polo Shirt labelled “Sustainable Materials.” In its response, Nike argued that the claim reflected the availability of products on its website containing recycled materials, with the specific shirt containing at least 75% recycled fibres. The company added that its ad text was restricted by Google’s character limits, preventing detailed explanations.
However, the ASA ruled that Nike had failed to substantiate the broader environmental impact implied by the claim “sustainable materials.” The regulator said that even with 75% recycled content, Nike did not demonstrate that the polo shirt had no detrimental environmental effect across its full life cycle. It concluded that consumers were likely to be misled.
Lacoste’s “Sustainable Clothing” Claim Also Ruled Misleading
In Lacoste’s case, the ASA investigated a Google ad for Lacoste Kids which described the range as “sustainable clothing.” The regulator ruled that the ad implied that all Lacoste Kids products were environmentally sustainable across their life cycle. Lacoste had taken steps to reduce its carbon footprint and increase the use of recycled or responsible fabrics, but the ASA said the brand could not substantiate the sweeping claim.
Superdry Pulled Up for “Sustainable Style” Messaging
A Superdry ad describing its childrenswear as “Sustainable Style” was also banned. Superdry noted that 64% of the materials used across its products were sustainably sourced, but the ASA said the company failed to provide evidence that the garments had no harmful environmental impact throughout their life cycle. The lack of qualifying information meant the claim risked misleading consumers.
ASA Orders All Three Companies to Strengthen Evidence and Clarity
The regulator said that none of the ads can appear again in their current form. Nike, Lacoste and Superdry were instructed to ensure that future environmental claims are supported by “a high level of substantiation” and clearly explain what is meant by terms such as “sustainable” or “sustainably sourced.”
The rulings highlight the growing regulatory scrutiny facing brands using sustainability language in the UK, as consumers increasingly demand transparency and the government intensifies its crackdown on greenwashing.
