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Adidas, Calvin Klein and Uniqlo have been banned from running “misleading” advertisements about using recycled and organic materials in their clothing ranges.
The Advertising Standards Authority (ASA) ruled against the retailers following an investigation into environmental claims across the retail fashion sector.
The watchdog flagged the online promotions using an artificial intelligence tool designed to scan specific sectors proactively.
The ASA found that paid-for Google advertisements displayed in December 2025 gave consumers the impression that specific clothing lines were made entirely from recycled fabrics. However, none of the retailers could provide evidence to support these absolute claims under strict advertising codes.
Adidas advertised recycled running shoes despite lacking a specific recycled range, while Calvin Klein failed to prove its women’s tops were completely sustainable. Uniqlo claimed its fleece jackets used recycled materials but included non-recycled components.
The ASA ordered the firms to remove the misleading marketing and ensure future environmental claims are fully qualified, a move that aligns with current guidelines from the Competition and Markets Authority regarding transparent consumer information.
The ASA said: “The basis of environmental claims must be clear and unqualified claims can mislead if they omit material information.”
