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HERZOGENAURACH – Adidas has been founded guilty of making false and misleading sustainability claims by France’s Advertising Ethics Jury after a case brought in relation to its Stan Smith shoe. In a case which should send a shiver down the back of other leading apparel retailers, the complainant argued that Adidas’ advertisement for the shoe as “50% recycled” was misleading because it is not clear whether half of the materials that make up the product are recycled or if they can be recycled at the end of their life – and, if so, how.

The complainant also suggested the product’s End plastic waste logo is misleading as it is clearly not the case that by “buying a product made partially with recycled plastic that we will put an end to plastic waste.”

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