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UK ASA enforcement on absolute 'sustainable' claims in fashion: Nike, Lacoste, Superdry, AI monitoring and CAP Code compliance for AI-driven advertising

Published on: 07 January 2026

Published by a LexisNexis TMT expert
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On Wednesday 3 December, the Advertising Standards Authority (ASA) released three compelling rulings concerning fashion advertising. They arrive in the wake of the Competition and Markets Authority (CMA) probes into ASOS, BooHoo and George at Asda (see: LNB News 29/07/2022 38) and the regulator’s later guidance on environmental claims for fashion (see News Analysis: Updated CAP guidance—the environment—misleading claims and social responsibility in advertising). The latest ASA outcomes illustrate the self-regulatory body backing the statutory regulator by ‘seamlessly’ carrying its policy across the fashion sector. Moreover, this trio shows the ASA deploying its much-vaunted Active Ad Monitoring system to concentrate resources on issues it judges significant, rather than simply dancing to the tune of competitors, the media or special interest groups. This piece is by Brinsley Dresden, partner and co-head of advertising and marketing at Lewis Silkin LLP. For further detail on green claims, see Practice Note: Environmental claims in advertising.

Nike—just don't do it!

Let’s get out of the blocks with Nike’s paid Google search listing for ‘Nike Tennis Polo Shirts—...Sustainable Materials’. The listing linked to a product...

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