Nike Ad Banned for Misleading Promotion of Kids’ Sneakers to Adults

An advertisement for Nike sneakers, marketed as a discounted $35 deal, has been banned in the UK for misleading consumers. The ad, which appeared on the X account of The Sole Supplier in December 2023, promoted a pair of sneakers with the tagline “Now just £26 at Nike!” and featured emojis, but failed to clarify that the shoes were designed for children, not adults.

The UK’s Advertising Standards Authority (ASA) ruled on Wednesday that the ad misled customers by omission. It did not disclose that the sneakers were “older kids’ shoes,” available in limited UK sizes 3 to 6 (equivalent to US sizes 3.5 to 6.5 for men, and 5 to 8 for women). The ad gave the impression of a broad discount, leading many adults to believe they could purchase the shoes, though the sizing was too small for most adult consumers.

The ASA stated, “There was nothing in the ad to indicate to consumers that the trainers were intended for older children or that they were available in limited adult sizing,” ruling that the ad created a false perception of a significant discount for adult-sized sneakers. It added that the majority of Nike’s lifestyle sneakers typically range up to UK size 9.5 for women and size 14 for men, sizes that were not available for the promoted product.

Nike, which did not oversee the creation or publication of the ad, argued that consumers would reasonably expect limited sizes, but the ASA maintained that the lack of clarity made the ad misleading. The Sole Supplier acknowledged the need to improve the display of sizing information in future promotions.

In addition to the size misrepresentation, the ad also implied the price was a substantial discount, which the ASA ruled was not accurate. Children’s shoes are generally cheaper than adult sizes and exempt from certain sales taxes in the UK, making £26 not an unusually low price for children’s sneakers.

The ban is part of a broader investigation by the ASA into potentially deceptive online advertising practices, which can manipulate consumer behavior through misleading promotions and unclear pricing structures.

Nike declined to comment further, referring to the ASA’s ruling, while The Sole Supplier did not immediately respond to requests for comment.