A “misleading” online advertisement for $35 Nike sneakers has been banned in Britain for not clearly indicating that the shoes were intended for children, meaning the promotion didn’t represent an actual discount for adults.
The ad showcased a pair of sneakers alongside the caption: “Now just £26 at Nike!” accompanied by exploding head and black heart emojis, as noted by the Advertising Standards Agency (ASA).
This advertisement was posted on The Sole Supplier’s X account, an online marketplace that offers footwear and clothing from various major brands, in December 2023. When consumers clicked on the ad, they were directed to a page on Nike’s website featuring a pair of sneakers labeled as an “older kids’ shoe,” available in UK sizes 3 to 6—which corresponds to US sizes 3.5 to 6.5 for men and 5 to 8 for women. In the UK, shoe sizing is often unisex.
“There was nothing in the ad to indicate that the trainers were intended for older children or that they were available in limited adult sizing,” the ASA stated, noting that “the ad was likely to be misleading by omission.” At the time, most Nike lifestyle sneakers were available up to UK size 9.5 for women (equivalent to a US size 12) and up to size 14 for men (a US size 15).
The ASA further explained that the limited sizes meant many adults would be unable to find their desired fit, leading to the decision that the ad should not run again.
Nike (NKE) clarified that the advertisement was created and published by The Sole Supplier “without any input or oversight” from them. The sportswear giant also contested the ASA’s ruling, arguing that a reasonable consumer would expect limited sizing for the product.
The Sole Supplier expressed willingness to consider displaying sizing information “more prominently” in future advertisements, according to the ASA.
A Nike spokesperson declined to comment further, directing inquiries to the ASA ruling, while The Sole Supplier did not respond immediately for comment.
The ASA also pointed out that the ad implied the price represented a “significant discount” compared to typical adult sneaker prices. However, because children’s shoes are generally cheaper and exempt from a widely applied sales tax in the UK, the ASA noted that “the average consumer would not view £26 as a heavily discounted price for children’s sneakers.”
This ban is part of the ASA’s broader investigation into potentially misleading advertising practices related to “online choice architecture”—the way companies design their websites and social media to influence consumer behavior. A 2022 report from the UK’s Competition and Markets Authority highlighted that such practices could distort consumer choices, encouraging them to spend more than they typically would at higher prices.
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