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The Bans on Fashion Ads Ads for Calvin Klein, Adidas, and Uniqlo promoting 'recycled' clothing and shoes have been banned by the UK watchdog after the advertisers were unable to prove their green claims. Advertising Claims Under Scrutiny Each of the fashion companies ran paid-for Google ads, with Adidas promoting 'recycled running shoes', Calvin Klein 'recycled' tops for women, and Uniqlo advertised fleece coats and jackets made from 'recycled materials'. The ASA Investigation The Advertising Standards Authority (ASA) investigated the ads, challenging the companies to substantiate the claims made. Substantiation and Consumer Perception Adidas said it did not have a recycled running shoe range but certain products across its collections might incorporate recycled materials. Calvin Klein said certain products in its women's T-shirts and tops range included 'environmentally preferred materials' – including recycled, organic and other materials. Uniqlo said that consumers were likely to understand from its ad that the products were made to a 'meaningful extent' from recycled materials. The ASA Ruling However, the ASA said that, in each case, without further clarification the use of the term 'recycled' would lead consumers to believe that the products were all made entirely from recycled materials. Future Implications for Green Claims 'It's important that people can trust the environmental claims they see in ads,' said the ASA director of complaints and investigations, Miles Lockwood. 'When absolute terms like 'recycled' are used, the basis of those claims should be clearly explained and properly supported by evidence.'