Nike sneaker ad labeled ‘misleading’ for marketing $35 kids’ shoes to adults

A Scandal in the Sneaker World: How Misleading Ads Can Mislead Consumers

In a recent move that has sent shockwaves through the advertising and retail industries, a "misleading" online advertisement for $35 Nike sneakers has been banned in Britain. The advertisement, which was featured on The Sole Supplier’s X account, was deemed misleading by the Advertising Standards Authority (ASA) for failing to clearly indicate that the sneakers were intended for children.

The Ad in Question

The advertisement in question showcased a pair of sneakers alongside the text: "Now just £26 at Nike!" accompanied by emojis of an exploding head and a black heart. This catchy display was designed to grab consumers' attention and lure them into thinking they were getting an incredible deal. However, what the ad failed to make clear was that the sneakers were actually targeted at older children, available in UK sizes 3 to 6, which correspond to US sizes 3 to 5.5 for men and sizes 5 to 8 for women.

The Issue at Hand

The problem with this advertisement was twofold. Firstly, it did not provide any indication that the sneakers were designed for older children. Secondly, it misled consumers into believing that the footwear was available in a variety of sizes, which was not the case. Most Nike lifestyle sneakers are offered in women's sizes up to UK size 9.5 (equivalent to a US women's 12) and men's sizes up to 14 (or a US men's 15). This limited availability meant that many adults would not be able to find their preferred size.

The ASA's Ruling

The ASA stated that the advertisement was likely to mislead due to the omission of crucial information. They emphasized that "the ad contained no indication to consumers that the trainers were designed for older children or that they had limited availability in adult sizes." This lack of transparency was deemed a significant breach of advertising standards. The regulator also noted that the advertisement suggested a significant discount compared to regular adult sneakers, which was not the case since children's footwear is generally less expensive and exempt from VAT in the UK.

Nike's Response

Nike (NKE) disputed the claim that the ad was misleading, arguing that a sensible consumer would recognize the limited size availability for the product. However, the ASA's findings were clear: the advertisement was misleading and should not be displayed again. In response to the ban, The Sole Supplier expressed its willingness to consider enhancing the visibility of sizing information in future promotions.

Broader Investigation

This ban is part of a broader investigation by the ASA into potentially misleading advertising methods through "online choice architecture." This term refers to how businesses structure their websites and social media interactions with consumers. The investigation aims to uncover tactics that could distort consumer behavior, potentially leading them to purchase more than they would typically or at inflated prices. The UK's Competition and Markets Authority has highlighted the importance of scrutinizing such practices to protect consumers from deceptive marketing strategies.

Impact on Consumers

The impact of this misleading advertisement extends beyond just the immediate confusion. It highlights a broader issue in consumer protection. Many brands utilize tactics that entice users to engage with an advertisement while obscuring or postponing crucial details until later in the purchasing journey. These strategies, known as "dark pattern" methods, can leave consumers feeling annoyed or deceived. The ASA’s actions aim to prevent such practices and ensure that consumers are fully informed before making a purchase.

Conclusion

The ban on Nike's sneaker advertisement serves as a stark reminder of the importance of transparency in advertising. It underscores the need for clear and accurate information in marketing campaigns to prevent consumer confusion and deception. As the advertising landscape continues to evolve with the rise of online advertising, regulatory bodies must remain vigilant in enforcing high standards of transparency to protect consumers from misleading ads.

References:

• https://finance.yahoo.com/news/nike-sneaker-ad-labeled-misleading-105135479.html
• https://www.cnn.com/2024/09/25/business/nike-misleading-sneaker-ad-ban-uk/index.html
• https://www.bbc.com/news/articles/cvg3q8rjzlro