Nike, Lacoste Ads Banned By UK Watchdog Over ‘Misleading’ Sustainability Claims

The UK’s Advertising Standards Authority (ASA) has banned ads from Nike, Superdry, and Lacoste after ruling their sustainability claims were “misleading.” Nike’s promotion of recycled materials, Superdry’s broad sustainability messaging, and Lacoste’s organic cotton ads all overstated eco-friendly credentials without sufficient evidence. The ASA said consumers were likely to believe entire ranges were sustainable, when only selected items qualified. The ruling highlights growing regulatory pressure on fashion brands to avoid greenwashing and ensure transparency. For the industry, the crackdown signals reputational risks and the need for verifiable, accurate sustainability marketing to maintain consumer trust.