NEWS
Adverts banned over misleading sustainability claims
Adverts for Nike, Superdry and Lacoste have all been banned in the UK because of misleading environmental claims. style. Unlock a wardrobe that combines style and sustainability’ was misleading.
The rulings by the Advertising Standards Authority( ASA) form part of a wider piece of work investigating environmental claims in the retail fashion sector.
With Lacoste, the ASA challenged whether the claim‘ sustainable clothing’ was misleading.
Superdry said the purpose of the ad was to highlight that it manufactured, sourced and sold products across a range of category types that had sustainability attributes and credentials which a consumer might purchase to form a‘ wardrobe’ or collection of clothes.
Lacoste E-commerce said it had been working for several years to reduce the carbon footprint of its entire product value chain in order to achieve its ambitious targets. Since 2022, it had placed an emphasis on making its Lacoste Kids clothing range more sustainable by using more certified fabrics. Lacoste explained the ad likely linked to the children’ s category page on its website.
Nike was challenged whether the claim‘ sustainable materials’ was misleading. Nike Retail said the ad was framed in general terms and was intended to call out the benefits relating to a wide range of Nike products and services, rather than being specific to a particular product or service. Nike said the reference to‘ sustainable materials’ in the ad was intended to reflect the availability of products on Nike’ s website that incorporated recycled materials. With Superdry, the ASA challenged whether the claim‘ sustainable
New Twilio study show consumers abandon brands that reduce them to numbers
Trust between brands and consumers is under strain. New research from Twilio, a customer engagement platform that drives real-time, personalised experiences for today’ s leading brands, finds that 57 % of UK adults are unsure which brand interactions they can actually trust, with two-thirds( 67 %) feeling treated like a commodity rather than an individual.
The findings, from Twilio’ s Age of Distraction report, paint a picture of a nation overwhelmed by noise and craving more meaningful connection. The average Briton now receives 25 non-work notifications every day on their main personal phone and has over 1,000 unread personal emails, which could leave many feeling both saturated and emotionally disengaged.
“ Customers don’ t want brands as the main character in their day – they want a trusted supporting partner,” said Sam Richardson, Director of Executive Engagement, EMEA & APJ at Twilio.“ In a world flooded with pings and prompts, the brands that win are those that step back, create space and show up with genuine value when they’ re invited.”
Twilio’ s data shows that consumers are sending brands a clear signal: act and sound, more human. Over half( 52 %) want more human-centric language, while nearly half( 48 %) dislike being referred to as‘ end-users’. When brands treat people like data points, 63 % say they are more likely to disconnect entirely.
Yet there’ s opportunity in this fatigue. Thirty-nine percent of people would welcome brands that build real communities, but 77 % say they haven’ t experienced this in the past year.
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