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ASA Ruling on Supergroup Internet Ltd (Superdry)
The ASA upheld a complaint against Supergroup Internet Ltd (Superdry) for misleading environmental claims in a paid Google ad stating 'Sustainable Style. Unlock a wardrobe that combines style and sustainability.' The ad was found to be ambiguous, absolute, and unsupported by evidence covering the full product lifecycle.
Advertising Standards Authority
Date Added
10 May 2026 at 23:30:37
Why it matters
Sets a precedent for substantiation and clarity in environmental claims in the fashion sector, requiring evidence for absolute sustainability statements.
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