<p>本周，全球时尚界的基调发生了变化，因为英国广告监管机构对三个主要品牌采取了行动，这发出了一个可能重塑投资者对零售绿色叙事看法的信号。广告标准局禁止了耐克、拉科斯特和 Superdry 的谷歌广告，理由是这些公司未能证实与从网球 polo 衫到儿童服装等产品相关的可持续性声明。这一决定恰逢时尚品牌常常宣传更环保的材料和工艺之际，尽管该行业仍占全球温室气体排放的估计 2% 到 8%，主要由漂白、染色和整理过程驱动。</p>
<p>这一裁决背后是监管机构的人工智能监测系统，该系统捕捉到了这些广告并触发了更深入的审查，早期展示了机器主导的审查如何加速消费者品牌的监管风险。耐克告诉监管机构，该广告已根据其标准做法被撤下，而拉科斯特承认，像可持续或环保这样的广泛术语难以证实，在投诉后撤下了自己的广告，并指出自 2022 年以来在降低其儿童系列材料环境足迹方面的持续努力。Superdry 则辩称其并未误导消费者，但向广告标准局保证该广告不会重新出现。背景包括对 Asos、Boohoo 和 Asda 的 George 品牌的先前警告，暗示英国当局在绿色信息传播方式上发生了更广泛的转变。</p>
<p>对于投资者而言，这可能是时尚可持续性叙事中一个更有纪律的阶段的开始——在这个阶段，证实、文档和透明度成为竞争定位的核心。监管机构表明，像可持续这样的广泛声明可能会误导消费者，消费者可能合理地假设没有环境危害，这提高了整个行业市场营销团队的标准。法律专家还指出，人工智能生成的广告是公司在严格监管领域运营的新挑战。随着关注气候的消费者变得更加关注，监管机构加强了监督，该行业可能进入一个信誉与设计或品牌同样重要的周期，从而重塑投资者对长期韧性的评估。</p>

SDRY

耐克

<p>英国广告标准局禁止了谷歌对耐克、拉科斯特和超级干的广告，原因是这些品牌的可持续性声明缺乏证据，这标志着绿色投资的转变。这一监管行动突显了对时尚品牌环境声明日益增强的审查，受到人工智能监测的推动。这一举措表明对可持续性叙述采取更为严谨的态度，强调证据和透明度。这可能会重塑投资者的评估，因为在设计和品牌之外，可持续性的可信度变得至关重要</p>

<p>The tone across global fashion shifted this week after the UK's advertising watchdog moved against three major brands, sending a signal that could reshape how investors think about green narratives in retail. The Advertising Standards Authority banned Google ads from Nike , Lacoste and Superdry after determining the companies did not substantiate sustainability claims tied to products ranging from tennis polo shirts to children's apparel. It lands at a moment when fashion houses routinely promote greener materials and processes, even as the industry still accounts for an estimated 2 to 8 per cent of global greenhouse gas emissions, largely driven by bleaching, dyeing and finishing.</p>
<div class="lb-trans"><p>本周，全球时尚界的基调发生了变化，因为英国广告监管机构对三个主要品牌采取了行动，这发出了一个可能重塑投资者对零售绿色叙事看法的信号。广告标准局禁止了耐克、拉科斯特和 Superdry 的谷歌广告，理由是这些公司未能证实与从网球 polo 衫到儿童服装等产品相关的可持续性声明。这一决定恰逢时尚品牌常常宣传更环保的材料和工艺之际，尽管该行业仍占全球温室气体排放的估计 2% 到 8%，主要由漂白、染色和整理过程驱动。</p>
</div><p>Behind the ruling is the regulator's AI-powered monitoring system, which picked up the adverts and triggered a deeper reviewan early illustration of how machine-led scrutiny could be accelerating regulatory risk for consumer brands. Nike told the watchdog the ad was already taken down as part of its standard practices, while Lacoste conceded that broad terms such as sustainable or eco-friendly are difficult to substantiate, removing its own ad after the complaint and noting ongoing efforts to lower the environmental footprint of materials used in its children's line since 2022. Superdry argued it did not mislead consumers, yet assured the ASA the ad would not reappear. The backdrop includes previous warnings to Asos, Boohoo and Asda's George brand, suggesting a broader shift in how UK authorities approach green messaging.</p>
<div class="lb-trans"><p>这一裁决背后是监管机构的人工智能监测系统，该系统捕捉到了这些广告并触发了更深入的审查，早期展示了机器主导的审查如何加速消费者品牌的监管风险。耐克告诉监管机构，该广告已根据其标准做法被撤下，而拉科斯特承认，像可持续或环保这样的广泛术语难以证实，在投诉后撤下了自己的广告，并指出自 2022 年以来在降低其儿童系列材料环境足迹方面的持续努力。Superdry 则辩称其并未误导消费者，但向广告标准局保证该广告不会重新出现。背景包括对 Asos、Boohoo 和 Asda 的 George 品牌的先前警告，暗示英国当局在绿色信息传播方式上发生了更广泛的转变。</p>
</div><p>For investors, this could be the beginning of a more disciplined phase in fashion's sustainability narrativeone where substantiation, documentation and transparency become central to competitive positioning. Regulators indicate that broad claims such as sustainable may mislead consumers, who could reasonably assume the absence of environmental harm, raising the bar for marketing teams across the sector. Legal specialists also point to AI-generated ads as a new challenge for companies operating in tightly regulated areas. With climate-conscious shoppers becoming more attentive and authorities escalating oversight, the sector could be entering a cycle where credibility becomes as valuable as design or branding, reshaping how investors evaluate long-term resilience.</p>
<div class="lb-trans"><p>对于投资者而言，这可能是时尚可持续性叙事中一个更有纪律的阶段的开始——在这个阶段，证实、文档和透明度成为竞争定位的核心。监管机构表明，像可持续这样的广泛声明可能会误导消费者，消费者可能合理地假设没有环境危害，这提高了整个行业市场营销团队的标准。法律专家还指出，人工智能生成的广告是公司在严格监管领域运营的新挑战。随着关注气候的消费者变得更加关注，监管机构加强了监督，该行业可能进入一个信誉与设计或品牌同样重要的周期，从而重塑投资者对长期韧性的评估。</p>
</div>

耐克和拉科斯特刚刚被点名——这对绿色投资来说是一个颠覆性的变化