U.K. — The U.K.'s Advertising Standards Authority banned advertisements from Calvin Klein, Adidas, and Uniqlo after determining the companies could not substantiate claims that their products were "recycled." The advertisements promoted clothing and shoes as made from "recycled" materials.

Adidas utilized paid Google ads for "recycled running shoes," while Calvin Klein's paid Google ads promoted "recycled" tops for women. Uniqlo also ran paid Google ads, advertising fleece coats and jackets made from "recycled materials."

Adidas stated it did not have a recycled running shoe range, though some products across its collections might incorporate recycled materials. The company indicated it held internal product documentation to confirm its claims. Calvin Klein stated certain products in its women's T-shirts and tops range included "environmentally preferred materials," which encompassed recycled, organic, and other components. Calvin Klein further stated it would not be reasonable for consumers to interpret its advertisement as meaning the claims applied to the entire range.

Uniqlo stated consumers were likely to understand from its advertisement that the products were made to a "meaningful extent" from recycled materials. Uniqlo added that its claims were supported by an international certification scheme. The Advertising Standards Authority stated the use of the term "recycled" without further clarification would lead consumers to believe the products were made entirely from recycled materials. The Authority also stated that absolute environmental claims in advertisements must be supported by a high level of substantiation.

Miles Lockwood, director of complaints and investigations at the Advertising Standards Authority, said, "It's important that people can trust the environmental claims they see in ads." Lockwood added, "When absolute terms like 'recycled' are used, the basis of those claims should be clearly explained and properly supported by evidence." He concluded, "Without that, there's a risk that people could be misled."