By  on March 19, 2008

GENEVA — The U.K.'s Advertising Standards Authority has banned a batch of ads by Cotton Council International, trading as Cotton USA, for making misleading claims that U.S. cotton is produced in an environmentally "sustainable" manner.

In its ruling, the ASA concluded that magazine and poster ads for Cotton USA, which state "soft, sensual and sustainable, it's Cotton USA," should "no longer appear in their current form." The judgment by the industry oversight body was made following the filing of three consumer complaints that challenged the term "sustainable."

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