How to Avoid Greenwashing by Working with a Trusted Advertising Partner

Why Greenwashing Is Under Greater Scrutiny

Brands across every sector are facing tougher expectations when they communicate their environmental impact. The Advertising Standards Authority has recently taken action against several major names after ruling that their sustainability claims lacked evidence. These rulings demonstrate how easy it can be for well-known brands to fall into greenwashing when language about “sustainable” products is not fully substantiated.

The adverts under scrutiny included paid search activity from Nike, Superdry and Lacoste. Each used the term “sustainable” in a way that suggested products were environmentally positive, but none provided the evidence required to support such claims. Because UK advertising rules state that environmental messaging must be clear and backed by a high level of substantiation, the adverts were ultimately banned. This moment has become a clear reminder that sustainability messaging must be rooted in facts, not general sentiment.

What Recent ASA Rulings Tell Us

The ASA challenged Nike’s advert, which promoted tennis polo shirts with the line “serve and ace with Nike… sustainable materials”. Nike explained that the wording was intended to highlight its broader efforts in recycled materials. However, it did not specify the sustainability basis of the featured product, which meant the claim lacked clarity and supporting detail.

Superdry’s advert spoke about a “wardrobe that combines style and sustainability”. The retailer said the line referred to a mix of stylish and sustainable items, yet the ASA ruled that customers would interpret the wording as applying to all products. Because Superdry had not provided evidence that its items had no detrimental environmental impact, the claim was ruled ambiguous.

Lacoste’s advert promoted its childrenswear as “sustainable clothing”, referring to efforts to reduce the range’s carbon footprint. The ASA accepted that some reduction in impact had been achieved but ruled that this did not substantiate a claim that the clothing had no environmental harm. The advert was banned for lacking sufficient proof.

Across all three rulings, the message was consistent. Sustainability claims must be precise, clearly defined and supported by evidence. Even established brands with reputable environmental commitments must ensure their messaging meets the required standards.

How a Trusted Advertising Partner Helps Brands Stay Compliant

Greenwashing rarely happens because a brand sets out to mislead. It usually arises from vague wording, enthusiastic creative direction or assumptions that audiences will understand a claim in the intended way. A trusted advertising partner plays a vital role in preventing these situations long before a campaign goes live.

Experienced agencies review sustainability messaging with a detailed understanding of ASA guidelines. They help brands define the basis of their claims clearly and ensure that any reference to sustainability is supported by verifiable evidence. This collaborative process protects brands from accidental misrepresentation and strengthens the credibility of the campaign.

A knowledgeable partner also supports consistency across channels. If a brand is promoting sustainable materials in out of home advertising, paid search or social content, every placement must be aligned in both language and substantiation. This joined up approach reduces risk and avoids situations where one channel overstates an environmental claim while another stays within compliance.

Advertisers are also operating in an environment where AI is being used by regulators to identify potential breaches. The ASA has confirmed it is using artificial intelligence to flag adverts that may fall short of current sustainability standards. Brands therefore benefit from expert oversight that ensures their campaigns withstand this increased level of scrutiny.

A Future Built on Clearer, Evidence Led Messaging

The recent ASA rulings have shown how quickly greenwashing concerns can emerge when sustainability statements are not grounded in transparent detail. Brands that take time to define their environmental claims carefully will not only avoid regulatory issues but also build greater trust with consumers who value honesty.

Working with a trusted advertising agency gives brands confidence that their message stands up to examination. It keeps campaigns aligned with regulation, strengthens credibility and ensures that sustainability is communicated responsibly across every platform. As expectations rise across the industry, clear and substantiated claims will remain the foundation of effective and compliant advertising.