Are you flying responsibly? Climate claims are causing havoc for airlines

Dutch airline KLM launched an ad campaign in 2019 urging customers to "fly responsibly" and think about the environmental impact before booking a flight. However, the campaign was criticized by environmental activists who accused the airline of "greenwashing", or making misleading environmental claims.

The case filed by Fossil Free Netherlands highlights the dilemma facing airlines as they try to boost growth for shareholders while also convincing the public they are taking steps to cut carbon emissions. Critics say these messages are contradictory, and a growing number of lawsuits, consumer complaints, and rulings from advertising regulators are seeking to restrict what sustainability claims airlines should be allowed to make.

KLM, which is fighting the lawsuit, says it intends to be an industry leader in cutting emissions and communicating about sustainability. However, the airline has already discontinued 19 communications that are the focus of the lawsuit. Fossil Free Netherlands says any airline ad that references the environment is intended to increase demand for flying by persuading people that flying is not a problem. The group also says that airlines should be treated like the tobacco industry: ads should be banned, and tickets should carry a warning.

Airlines reject comparisons with tobacco, saying flying has clear economic benefits that smoking does not. However, they acknowledge that the aviation industry is a major emitter of greenhouse gases. European regulators are working on updated rules for all businesses, including a review of the law on commercial practices and a new green claims directive. While advertising authorities have banned some ads, they say airlines should be allowed to discuss improvements to prevent "greenwashing", or allow the issue to disappear from discussion. In conclusion, the case against KLM highlights the growing scrutiny of the aviation industry's environmental claims. As the airline industry seeks to balance growth with sustainability, it will be important for companies to be transparent about their environmental impact and to avoid making misleading claims.