The ASA investigated three adverts that appeared on Google – one for a pair of recycled running shoes from Adidas, another for recycled tops from Calvin Klein and finally one for fleece coats and jackets made with recycled materials from Uniqlo.
The ASA questioned whether the claims about “recycled materials,” “responsibly sourced collections,” and “recycled running shoes” could be substantiated.
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All three complaints were upheld, which means none of the adverts should appear again in the same form.
“Recycled running shoes”
Adidas’ advert included the wording “Adidas Recycled Running Shoes […] Check Out Our Recycled Shoe Range Today”. It was not able to identify the webpage the ad linked to.
In response to the complaint, Adidas said that while it does not have a dedicated recycled running shoe range, some products across its collections do incorporate recycled materials.
It added that recycled content claims for individual products were verified and included in product descriptions.
However, the ASA argued that the claim made was likely to be understood as referring to all shoes in their recycled shoe range being made from 100% recycled materials.
“Recycled materials”
Uniqlo’s Google ad referred to “Fleece Coats & Jackets – UNIQLO Women’s Range […] Shop UNIQLO Fleece Coats & Jackets Now […] Recycled Materials”. Uniqlo said this linked to three products and the claims referred to textile materials that made up the main body fabric, as well as fabrics used in the lining and trim.
In response to the complaint, the brand stated that the claim intended to suggest that the polyester used in the products was recycled, rather than every component. This claim was supported with independent verification.
However, the ASA said consumers would likely understand that all of the fabrics used in the fleece were made entirely from recycled materials.
“Responsibly sourced”
Calvin Klein’s advert read: “Calvin Klein tops for women. Responsibly sourced collections – Recycled, Organic & More”. The landing page included further details, and Calvin Klein added that individual product pages include full fabric composition.
The brand said that consumers would understand this to mean certain collections included preferred materials. Of the products included, between 20% to 100% of material content was recycled, organic or otherwise certified.
However, the ASA said consumers were likely to understand the claim to mean that all the tops included in the collections were entirely made from recycled, organic or other preferred materials.
Calvin Klein has also stated that it immediately took steps to remove the ad and would ensure all future environmental and composition claims were clearly qualified.
The ASA has reminded all three companies to “ensure that their future ads made the basis of any environmental claims clear” and do not suggest that products are entirely made from recycled materials when this is not the case.
The UK’s Competition and Markets Authority previously shared compliance guidance aiming to help fashion businesses “stay on the right side of the law” and advises “17 well-known fashion brands” to review their sustainability claims.
