Adidas, Uniqlo, and Calvin Klein have come under scrutiny for greenwashing after running paid Google ads in the United Kingdom.
The ads promoted products using sustainability-related claims. Adidas advertised “recycled running shoes,” Calvin Klein promoted “recycled” women’s tops, and Uniqlo marketed fleece jackets made from “recycled materials.”
However, when the UK’s Advertising Standards Authority (ASA) investigated the claims and requested supporting evidence, it found that the companies could not substantiate the advertising as presented.
Adidas acknowledged that it does not have a dedicated line of recycled footwear, but instead offers selected shoe models containing recycled components. Calvin Klein explained that some of its products include “environmentally preferred materials,” although this applied only to specific items rather than the entire collection. Uniqlo referred to international certification standards in support of its claims.
⚡️The ASA was not convinced by these arguments. According to the regulator, using the term “recycled” without further clarification may lead consumers to believe that a product is made entirely from recycled materials. Such absolute environmental claims require robust and reliable evidence, which the companies failed to provide in these cases.
This is far from the first greenwashing investigation involving major fashion brands. In December last year, following a review of environmental marketing claims, similar concerns were raised against Nike, Superdry, and Lacoste.
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