The UK’s Advertising Standards Authority (ASA) has banned adverts from Adidas, Uniqlo and Calvin Klein after ruling that their claims about recycled clothing and footwear could mislead consumers.
The advertising regulator investigated paid Google ads from the three fashion brands. It found the companies had not provided enough evidence to support the environmental claims in the adverts.
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The ads included references to “recycled running shoes” from Adidas, “recycled” women’s tops from Calvin Klein, and fleece coats and jackets from Uniqlo that were described as being made from “recycled materials”.
The regulator said consumers were likely to read those claims as meaning that the products were entirely made from recycled materials, unless the adverts clearly stated otherwise.
It added that absolute environmental claims require a high standard of evidence.
Adidas told the ASA that it did not have a dedicated recycled running shoe range. However, it said some products across its collections may contain recycled materials.
Calvin Klein said some items in its women’s T-shirts and tops range used what it called “environmentally preferred materials”, including recycled, organic and other materials. It argued that consumers would not assume the claim applied to every product in the range.
Uniqlo said shoppers were likely to understand that its products were made to a meaningful extent from recycled materials. It also said its claims were supported by an international certification scheme.
Despite those responses, the ASA upheld the complaints against all three companies.
The rulings are part of a wider ASA inquiry into green claims made by fashion retailers, as scrutiny of sustainability messaging in the sector increases.
In December 2025, the regulator banned adverts from Nike, Superdry and Lacoste after finding that they had misled consumers about the environmental credentials of their products.
The ASA said the banned adverts must not appear again in the same form.
