Major fashion brands nike, superdry and lacoste face ad bans over false green marketing claims

Three major fashion retailers have been hit with advertising bans after the UK’s advertising watchdog found they misled consumers with unsubstantiated environmental claims. Nike, Superdry, and Lacoste all had promotional materials pulled for making misleading statements about their sustainability efforts.

The Advertising Standards Authority (ASA) determined that these brands failed to provide adequate evidence to support their green marketing messages, a practice known as “greenwashing.” This occurs when companies present themselves as more environmentally responsible than their actual practices demonstrate, capitalizing on growing consumer demand for sustainable products.

The crackdown reflects increasing scrutiny of environmental claims in advertising as shoppers become more conscious of climate change and sustainability issues. The fashion industry, in particular, faces mounting pressure to address its significant environmental footprint, including water pollution, textile waste, and carbon emissions from global supply chains.

This enforcement action sends a clear message to retailers that vague or unproven sustainability claims will face regulatory consequences. The ASA’s decision highlights the importance of transparency and accountability in environmental marketing, requiring companies to back up green claims with concrete evidence and measurable actions rather than empty promises designed to attract eco-conscious consumers.