Find us on...
On 3 December 2025, the Advertising Standards Authority (ASA) upheld three separate rulings (1, 2, 3) against environmental claims made by fashion brands. Whilst the rulings do not relate to cosmetic products, the assessment and background of the ruling is still relevant due to similar claims being able to be made for cosmetic products.
The rulings related to the various use of the claim ‘sustainable’. The CAP Code requires that the basis of environmental claims, including the terms, must be clear and that absolute environmental claims are supported by a high level of substantiation. Claims must be based on the full life cycle of the advertised product unless the ad states otherwise.
In all three cases, the ASA understood that the term ‘sustainable’ within the context of the ads, would likely to be interpreted by the consumer as the products as a whole having a positive environmental impact, or at least no adverse impact. The evidence provided in each case did not take into account the entire product life cycle, and as the basis and meaning of the claims had not been made clear, the ASA concluded that the ads were likely to mislead.
The ads must not appear again their current form, and the brands must ensure future environmental claims and their basis and meaning are made clear, and that a high level of substantiation is held.
