Nike, Superdry and Lacoste ads banned over misleading green claims

Adverts for Nike, Superdry and Lacoste have been banned for making misleading claims about their green credentials. The UK's advertising watchdog challenged the brands over the use of the word sustainable in paid-for Google ads which were not backed up by evidence of their sustainability. The Advertising Standards Authority (ASA) identified three adverts from the retailers promising customers sustainable materials, sustainable style and sustainable clothing. The UK's advertising code states that the basis of claims about environmental sustainability must be clear and supported by a high level of substantiation. In each case, it asked the companies for evidence to back up the claims about the sustainability of the products.