ASA bins “recycled” ads by Uniqlo, Adidas and Calvin Klein

The Advertising Standards Authority’s (ASA) latest decisions in respect of Uniqlo, Adidas and Calvin Klein ads are a straightforward reminder that environmental claims need to say exactly what they mean.

In each case, the issue was the use of the word “recycled” without any explanation. The ASA took the view that, without qualification, consumers are likely to understand that as meaning the products are entirely made from recycled materials, which the brands couldn’t substantiate.

That reflects a consistent theme in recent ASA decisions: if a claim reads broadly, it will be treated broadly. Applying a claim across a range or collection can compound that problem, suggesting a level of consistency that doesn’t in fact exist. Similarly, relying on a technical or internal understanding of a claim offers little protection if consumers are likely to read it more expansively.

Using a single word like “recycled” or “sustainable” is therefore risky unless it’s clear what is actually being claimed. In those circumstances, having good supporting material is rarely enough if the claim itself goes further than the evidence.

The practical message is simple: keep claims tight. If a product only contains recycled elements, say which ones (or how much), rather than relying on a broad label.