UK Advertising Standards Authority bans Adidas, Calvin Klein, Uniqlo ads over recycling claims

The UK Advertising Standards Authority (ASA) prohibited several advertisements from Adidas, Calvin Klein and Uniqlo after concluding the ads contained unsubstantiated environmental claims. The regulator said the wording—suggesting the products were fully made from recycled materials—could mislead a reasonable consumer, and the brands failed to provide evidence to support the statements. The bans highlight increasing scrutiny of ESG and sustainability messaging in marketing, requiring firms to back such claims with documented proof.

The ASA’s decision underscores the importance of accurate product information and may prompt other companies to review their advertising language to avoid similar actions.