The Advertising Standards Authority (ASA) has recently banned adverts by three major fashion brands Nike, Superdry, and Lacoste for making misleading environmental claims. This decision highlights the increasing regulatory pressure on sustainability marketing and signals the legal and reputational risks of “greenwashing” within the fashion and luxury sectors.

The ads

The ASA investigated paid Google ads from these brands over concerns about vague sustainability claims:

• Nike

Nike promoted products using the phrase “sustainable materials.” The ASA found this wording ambiguous and misleading, as it lacked context and could imply that all products had no detrimental effect on the environment throughout their life cycle.

• Superdry

Superdry used the tagline “Sustainable style. Unlock a wardrobe that combines style and sustainability.” Whilst the brand provided some data on material composition, it failed to prove that products had no overall environmental impact. The ASA ruled the claim was absolute and unsupported.

• Lacoste

Lacoste’s advertising also fell short. The use of “sustainable clothing” suggesting a level of environmental benefit that was not substantiated. Evidence provided did not demonstrate that products caused no harm, making the claim misleading.

What the rules say

Under the UK’s CAP Code, environmental claims must be:

• Clear and specific

• Supported by robust evidence

• Reflective of the product’s full life cycle impact

Brands must avoid broad or absolute statements and instead provide transparent details, such as the proportion of recycled materials or verified certifications, without exaggeration.

Why does this matter for fashion and luxury brands?

Fashion houses and luxury brands increasingly leverage sustainability narratives to appeal to eco-conscious consumers. However, these rulings highlight a critical point: marketing sustainability is not just a branding exercise, it’s a compliance issue.

The ASA’s crackdown aligns with the Competition and Markets Authority’s Green Claims Code, which warns against vague or absolute environmental claims. Furthermore, the upcoming Digital Markets, Competition and Consumers Act will empower regulators to impose fines of up to 10% of global turnover for misleading green claims. 

Key takeaways

1. Avoid absolute claims
   Terms like “sustainable” or “eco-friendly” imply a product has minimal or no environmental impact. Unless you can prove this across the entire life cycle, such claims are high-risk.

2. Substantiate with evidence
   Independent certifications (e.g., Textile Exchange, B Corp) and life cycle assessments are essential. Internal sustainability efforts, while commendable, are not enough without verifiable data.

Conclusion

The ASA’s rulings send a clear message: sustainability claims must be more than aspirational; they must be demonstrable. For fashion and luxury brands, this is not only a regulatory requirement but a reputational imperative, especially in an era where consumers demand transparency.