### Recent ASA Rulings on Greenwashing in Fashion AdsOn December 3, 2025, the UK's Advertising Standards Authority (ASA) issued rulings against Lacoste, Nike, and Superdry for misleading sustainability claims in paid Google ads. Lacoste's ad promoted "Lacoste Kids – Sustainable […] clothing," Nike advertised "Nike Tennis Polo Shirts – Serve An Ace With Nike […] Sustainable Materials," and Superdry claimed "Sustainable Style. Unlock a wardrobe that combines style and sustainability." The ASA found these unqualified absolute terms breached CAP Code rules on misleading advertising (3.1), lack of substantiation (3.7), and environmental claims (11.1, 11.2, 11.4), as they implied no environmental detriment across full product life cycles without sufficient evidence[1][2][3][4].Despite efforts by the brands—Lacoste's life cycle analyses showing footprint reductions, Nike's 75% recycled polyester with cradle-to-gate CO2 data, and Superdry's Textile Exchange certifications for 64% sustainable materials—the ASA deemed them inadequate for broad claims. Ads were banned from reappearing in their form, with instructions to qualify future claims and hold high-level substantiation. These decisions stem from ASA's AI-monitored sweeps in fashion retail, building on the 2021 Green Claims Code and 2024 Digital Markets, Competition and Consumers Act (DMCCA)[7].### Regulatory Framework Driving ComplianceThe Green Claims Code, issued by the Competition and Markets Authority (CMA) in September 2021, sets six principles: claims must be truthful, clear, complete, fair in comparisons, lifecycle-aware, and substantiated. A 2021 CMA-led European review found 40% of online green claims misleading, using vague language or unsubstantiated imagery in sectors like fashion[7]. The DMCCA empowers CMA with fines up to 10% of global turnover, swift investigations, and mandates to remove misleading content. ASA enforces via ad codes (CAP/BCAP), targeting online retail where claims appear in feeds, product pages, and search ads[1][3].### Implications for E-commerce Product FeedsUnqualified sustainability labels in product feeds risk immediate regulatory flags, as seen in these Google ads linking to product walls without lifecycle proof. E-commerce platforms must now audit feeds for terms like "sustainable" across titles, descriptions, and badges, ensuring substantiation like full lifecycle analyses (LCA) before syndication. This elevates product data hygiene, where vague attributes inflate perceived eco-benefits, potentially triggering ASA sweeps or CMA undertakings like those in 2024 fashion probes[7]. Businesses can enhance their product data quality using solutions like <a href="/blog/product_feed/">product feeds</a>.### Standards and Cataloging OverhaulCatalog standards face stricter categorization, demanding explicit criteria for "sustainable" ranges—e.g., percentage recycled content, disposal impacts, or business-wide footprints. No longer suffice partial metrics; platforms need schemas integrating ISO-compliant LCAs, shifting from self-reported tags to verifiable third-party certs. This aligns with Green Claims Code's full-lifecycle principle, forcing granular attribute mapping in PIM systems to avoid misleading groupings[2][5].### Card Quality and Completeness DemandsProduct cards must embed qualifying details upfront: "75% recycled materials, cradle-to-gate only" versus absolute claims. Completeness requires visible evidence links or qualifiers, preventing omission pitfalls. For eco-motivated consumers—flagged as vulnerable by CMA—half-baked cards mislead, hiking return rates and compliance costs. High-quality cards now hinge on pre-launch audits, blending text, imagery, and metadata without ambiguity[3][7].### Speed of Assortment and No-Code/AI PressuresRapid assortment rollout clashes with substantiation needs; no-code tools for feed generation amplify risks by auto-tagging without LCA checks. AI-driven personalization or dynamic pricing must flag unsubstantiated claims in real-time, delaying launches until compliant. Platforms adopting AI monitoring—like ASA's—speed detection but slow eco-label deployment, prioritizing verified data over velocity[4]. To streamline the process, consider utilizing a <a href="/tools/validator/">feed validator</a> tool.Retailers should apply the Code's checklist: verify claims hold unconditionally, explain vagueness, compare equivalents, and retain regulator-ready evidence. With DMCCA's teeth, online operations pivot to defensible content pipelines, where compliance dictates feed velocity and catalog trust. Ensuring accurate data is key, and is a vital component of a successful <a href="/blog/how-to-create-sales-driving-product-descriptions-without-spending-a-fortune/">product description</a>.*ESG Today* *RWK Goodman*In response to these developments, the e-commerce sector is facing increased pressure to ensure the accuracy and transparency of product data. The implications of ASA rulings and regulatory frameworks like the Green Claims Code highlight the need for robust product information management (PIM) systems. This is where solutions like NotPIM become crucial. Our platform empowers businesses to enhance data quality and easily manage detailed product attributes needed for comprehensive sustainability claims, which facilitates compliance and increases consumer trust, ultimately driving sales. Managing a large catalog can be a difficult task if you do not understand the benefits of a <a href="/blog/creating-a-product-page-from-routine-necessity-to-smart-automation/">product page</a>.