The ASA upheld all three complaints over paid Google search ads, each involving a short environmental claim in a cramped advertising format. The Guardian reported that the rulings banned ads by Adidas, Uniqlo and Calvin Klein over "recycled" clothing and shoes claims; the regulator's own decisions show why the common thread was not the absence of any recycled content, but the way broad wording turned partial claims into apparent absolute ones.
Table: ASA recycled-content rulings published on 24 June 2026
| Brand | Ad claim assessed | ASA complaint ref | ASA finding | Future-ad instruction |
|---|---|---|---|---|
| Adidas UK Ltd | "Recycled Running Shoes" | A26-1327728 | Upheld; the ASA said consumers were likely to understand the ad as claiming all shoes in a recycled running shoe range were made from 100% recycled materials | Make the basis of environmental claims clear and do not suggest products are entirely made from recycled materials when that is not the case |
| Uniqlo (UK) Ltd | "Recycled Materials" for women's fleece coats and jackets | A26-1327727 | Upheld; the ASA said the ad was likely to be read as meaning all fabrics in the listed fleece products were entirely recycled | Make the extent of recycled content clear and hold a high level of substantiation for absolute claims |
| Calvin Klein Europe BV | "Responsibly sourced collections - Recycled, Organic & More" | A26-1327724 | Upheld; the ASA said the ad did not make clear the extent to which recycled, organic or other preferred materials were used | Do not suggest products are entirely made from recycled, organic or other preferred materials when that is not the case |
Source: Advertising Standards Authority rulings, 24 June 2026.
The Adidas ruling is the sharpest example of the evidential trap. The ASA said the paid search ad, seen on 18 December 2025, stated "adidas Recycled Running Shoes" and invited shoppers to check out a recycled shoe range. Adidas told the regulator that consumers would understand the wording as meaning some running shoes contained materials from recycled sources, with the proportion varying by product and material type. The company also said it did not operate a standalone recycled running shoe range and that internal documentation supported recycled-content claims where they were made.
That was not enough for the ASA because the ad did not explain the basis of the claim at the point consumers saw it. The regulator said the wording was likely to be understood as an absolute claim that all shoes in the range were made from 100% recycled materials, then found Adidas had not provided evidence meeting that standard. The ad breached CAP Code rules on misleading advertising, substantiation and environmental claims, according to the ruling.
Uniqlo's case turned on the same omission in a different product category. The ASA said a paid search ad for women's fleece coats and jackets included the words "Recycled Materials" and linked to a page listing three items. Uniqlo provided evidence that each product contained some recycled materials, but the regulator said the evidence did not show the listed products were entirely made from recycled fabrics. The claim was therefore likely to mislead as consumers were likely to understand it, the ASA found.