Greenwashing in the Fashion Industry: UK Authority Bans Adidas, Calvin Klein, and Uniqlo Ads Over Misleading “Recycled” Claims

The UK’s Advertising Standards Authority (ASA) has banned paid Google advertisements from three major international fashion brands—Adidas, Calvin Klein, and Uniqlo—in rulings published on the same day, June 24, 2026. These decisions are part of a broader ASA project investigating environmental claims in the retail fashion sector, driven by an AI-powered active ad monitoring system. In all three cases, the authority established that the brands made unsubstantiated, absolute claims regarding their use of recycled materials, thereby breaching the industry advertising code.

Stricter Rules and the Role of AI in Monitoring

The ASA utilized its Active Ad Monitoring system, which leverages artificial intelligence (AI) to proactively survey advertisements for potential breaches within specific sectors, including fashion retail. In its assessment, the authority had regard to the strict guidance from the Competition and Markets Authority (CMA Guidance) titled ‘Complying with consumer law when making environmental claims in the fashion retail sector’. This guidance explicitly states that a product should not be described as “recycled” or “organic” if it contains fibres that are not recycled or organic, unless the proportion of non-recycled or non-organic fibres is negligible. Furthermore, any absolute environmental claim must be supported by a high level of substantiation.

Uniqlo: The Case of Fleece Jackets and Recycled Polyester

In the case of Uniqlo Europe Ltd (trading as UNIQLO), the investigation was launched regarding a paid-for Google search advertisement spotted on December 25, 2025, which attracted one formal complaint. The ad copy stated: “Fleece Coats & Jackets – UNIQLO Women’s Range […] Shop UNIQLO Fleece Coats & Jackets Now […] Recycled Materials”. The agency involved was Dentsu UK Ltd.

Uniqlo argued that the phrase “Recycled Materials” was intended to communicate that the polyester materials used in the main body fabric, lining, and trim of the relevant products were made from recycled post-consumer PET sources, rather than implying that every single component (such as metal zippers or labels) was recycled. The ad linked to a landing page listing three items: the Fluffy Yarn Fleece Full-Zip Jacket, the Pile Lined Fleece Relaxed Cardigan, and the Knit Fleece Full-Zip Jacket, supported by international certification scheme documents.

However, the ASA upheld the complaint, ruling that because the ad lacked qualifying information, consumers would interpret the claim as absolute—meaning all fabrics in the jackets were made entirely from recycled materials. While the products did contain recycled content, the evidence did not prove they were made entirely from recycled fabrics.

Calvin Klein: Quantitative Proportions in “Responsibly Sourced” Collections

Amsterdam-based (Danzigerkade 165) Calvin Klein Europe B.V. faced a ruling over a Google search ad seen on December 9, 2025, which also received one complaint. The ad stated: “Calvin Klein tops for women. Responsibly sourced collections – Recycled, Organic & More”.

In its response to the authority, the company provided detailed quantitative data, stating that at the date of the ad, a significant proportion of distinct styles within the women’s tops range incorporated third-party certified materials, with the certified content per style ranging from 20% to 100% (with most being at the upper end of that range). They argued that the use of the words “collections” and “& More” indicated to consumers that not all products were made wholly of recycled or organic materials.

The ASA rejected this defense, noting that none of the tops were made entirely from recycled material, and not all tops containing organic or certified fabrics were completely made from them. A clarifying statement at the bottom of the landing page was deemed insufficient to inform consumers adequately before they proceeded with their purchase journey.

Adidas: Does a Standalone “Recycled Shoe Range” Even Exist?

The case against Adidas UK Ltd (headquartered in Stockport, The Adidas Centre, Pepper Road) centered on a Google search ad observed on December 18, 2025, managed by agency Essencemediacom Holdings Ltd, which also drew one complaint. The ad stated: “adidas Recycled Running Shoes […] Check Out Our Recycled Shoe Range Today”.

During the proceedings, the brand admitted that they do not operate a standalone, dedicated “recycled running shoe range.” Instead, various products across their collections incorporate recycled materials to varying degrees depending on the product and material type. Consumers looking for details had to click on a product and navigate to a drop-down “Details” section on the website. The ASA concluded that the combination of “Recycled Running Shoes” and “Range” constituted an absolute claim, implying that all shoes in that range were made from 100% recycled materials. Since Adidas could not provide evidence showing that these running shoes were made entirely from recycled materials, the ASA upheld the complaint.

Uniform Breaches and Mandatory Action

As a result of the investigations, the British regulator ruled that all three brands committed multiple breaches of the 12th Edition of the CAP Code (Code of Non-broadcast Advertising and Direct & Promotional Marketing). Quantifiably, Adidas, Calvin Klein, and Uniqlo each breached:

• Rules 3.1 and 3.3 (Misleading advertising)

• Rule 3.7 (Substantiation)

• Rules 11.1 and 11.3 (Environmental claims)

Under the mandated action, the advertisements must not appear again in the form investigated. The ASA ordered the companies to ensure that future ads make the basis of any environmental claims clear, do not falsely suggest products are made entirely from recycled materials when they are not, and ensure a high level of substantiation is held to support absolute claims.

Official ASA Ruling Links Used as References:

• ASA Ruling on Uniqlo (UK) Ltd: https://www.asa.org.uk/rulings/uniqlo–uk–ltd-a26-1327727-uniqlo–uk–ltd.html

• ASA Ruling on Calvin Klein Europe BV: https://www.asa.org.uk/rulings/calvin-klein-europe-bv–a26-1327724-calvin-klein-europe-bv.html

• ASA Ruling on Adidas UK Ltd: https://www.asa.org.uk/rulings/adidas-uk-ltd-a26-1327728-adidas-uk-ltd.html