Adidas, Uniqlo and Calvin Klein ads banned over ‘recycled’ clothing claims
Summary
The UK Advertising Standards Authority (ASA) banned ads from Adidas, Calvin Klein, and Uniqlo because they could not prove their claims about using recycled materials in their clothing and shoes. The ASA said the ads made it seem like the products were fully recycled, which was not true.Key Facts
- Adidas, Calvin Klein, and Uniqlo ran ads claiming their products were made from recycled materials.
- The ASA investigated and asked the companies for proof of these recycling claims.
- Adidas said it has no fully recycled running shoes but some products include recycled materials.
- Calvin Klein said only some tops use environmentally friendly materials, not the entire women’s range.
- Uniqlo claimed its products were made to a meaningful extent from recycled materials, backed by certification.
- The ASA ruled the ads misled consumers by implying the products were entirely recycled.
- The ASA requires strong proof when ads use absolute terms like "recycled."
- This ban is part of a larger ASA review targeting misleading environmental claims in fashion advertising.
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