The Guardian23 Jun 2026Market
Automatically composed with AI from the cited sources
The ASA ruled on 23 June 2026 that paid Google ads by Adidas (for “recycled running shoes”), Calvin Klein (for “recycled” women’s tops) and Uniqlo (for fleece jackets from “recycled materials”) breached its code because the absolute term “recycled” would lead consumers to believe the whole product was made of recycled content, and the advertisers could not provide the required high level of substantiation. The bans follow the ASA’s December 2025 rulings against Nike, Superdry and Lacoste for unsubstantiated environmental claims in the retail fashion sector, part of a wider investigation into such ads.