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North Carolina, U.S.
The Jury de Déontologie Publicitaire (JDP) has ruled that an Adidas advert for the Stan Smith sneaker broke advertising rules and misled consumers.
According to the JDP, the “Stan Smith Forever. 100% iconic, 50% recycled” advert does not inform consumers of the total proportion of the shoe that is recycled and is misleading in its use of the “End plastic waste” logo.
The JDP noted that the claim of “50% recycled” gives the consumer the impression that 50% of the total material used in the sneaker is made of recycled materials and, because this is not the case, is misleading.
The full opinion can be found on the JDP website.