UK Advertising Standards Authority bans major fashion ads over misleading recycled claims

The UK Advertising Standards Authority (ASA) ruled that advertisements from Calvin Klein, Adidas and Uniqlo were misleading because they used the term “recycled” without providing evidence that the products were wholly or partially made from recycled materials. The ASA found the ads gave the impression that the entire collections were recycled and ordered the three brands to withdraw the campaigns.

Both Adidas and Uniqlo said that recycled content applies only to parts of certain items, while Calvin Klein argued the wording referred only to the textile components, not accessories such as zippers. The decision follows earlier ASA bans on similar claims by Nike, Lacoste and Superdry. In the Netherlands, the Authority for Consumers and Markets (ACM) has also increased scrutiny of sustainability claims, and the European Union is tightening regulations that require precise, verifiable explanations of terms like “recycled” or “eco‑friendly.”