AMSTERDAM/LONDON, Sept 13 (Reuters) – Dutch airline KLM Royal Dutch Airlines launched an advert urging customers to “fly responsibly” and think about their environmental impact before booking flights. The company said it is demonstrating its commitment to a sustainable future.
But the 2019 campaign drew criticism, and last year environmental activists filed a lawsuit accusing the company of “greenwashing,” or making misleading environmental claims.
The lawsuit filed by Fossil Free Netherlands highlights the dilemma airlines face when trying to drive growth for shareholders while convincing the public that they are taking steps to reduce carbon emissions. It’s highlighted.
Critics say these messages cannot be reconciled, and a growing number of lawsuits, consumer complaints and advertising regulator rulings seek to limit the sustainability claims airlines must make.
“The only way to fly responsibly at the moment is not to fly,” said Hiske Aerts, who leads the Fossil Free Netherlands campaign.
KLM Royal Dutch Airlines, which is fighting the case, which is one of the most prominent legal challenges facing airlines, says it intends to become an industry leader in communicating about emissions reductions and sustainability. Says.
“We are taking every step possible,” a spokesperson said.
KLM is expected to submit its first official response to the Amsterdam District Court by September 27th, followed by a court hearing on December 6th.
European consumer rights group BEUC filed a complaint with the European Commission in June, accusing 17 airlines of deceptively using terms such as “sustainable,” “responsible” and “environmentally friendly.” .
Campaign leader Dimitri Vergne said: “We probably chose airlines because it’s one of the most symbolic sectors from a greenwashing point of view.” He said the technology for low-emissions flight either doesn’t exist or will be years away from commercialization.
business risk
The stakes are high. Air France-KLM (AIRF.PA), the owner of KLM Royal Dutch Airlines, said in its 2022 annual report that damage to its environmental reputation is a business risk that could lead to a loss of public and political support. He said that.
On September 1, the Dutch government announced that it plans to limit operations at Schiphol Airport, home to KLM Royal Dutch Airlines, to 9.5% below 2019 levels. This is primarily to reduce noise pollution, but also takes into account the goal of reducing emissions.
Air France/KLM and other airlines plan to appeal the decision at European level.
KLM Royal Dutch Airlines said in response to questions from Reuters that the aviation sector is a “difficult to reduce” sector in terms of emissions, but that by 2030 it could achieve its goals by buying more efficient aircraft and gradually increasing its use of biofuels. He said he plans to meet climate change goals.
KLM Royal Dutch Airlines says its customers want to fly, and KLM’s raison d’être is to help them get there. At the preliminary hearing, lawyers argued that the “Flying Responsibly” advertisement was well-intentioned. Advertisements suggested customers consider purchasing carbon he offsets or using trains.
The court ruled in June that the case could proceed, and a decision is expected in February.
KLM Royal Dutch Airlines said it had already ceased 19 communications that are at the heart of the fossil fuel-free lawsuit.
The company’s “Responsible Flying” webpage now reroutes customers to the message “Air travel is currently unsustainable. Find out what we are doing to improve.” There is.
Fossil Free’s Hiske Aerts said airline ads that reference the environment are aimed at increasing demand for flights by convincing people that flying is not a problem.
Why say that some airlines are planting trees or that some airlines pollute less than others when all flights will be emitting carbon dioxide for years to come? He said it was misleading.
“It’s not more sustainable if it’s still inherently more polluting,” Aerts says.
He said the airline industry should be treated like the tobacco industry, advertising should be banned and warnings should be placed on tickets.
Airlines reject comparisons to cigarettes, saying flying has clear economic benefits that smoking doesn’t.
clarity
In Brussels, industry group Airlines for Europe has argued that airlines should be allowed to publicly demonstrate their progress.
“We’re a bit at a loss, what can we say when it comes to that?” said deputy managing director Laurent Doncel.
European regulators are working on updating rules for all businesses, including a review of commercial conduct laws and a new green claims directive.
Advertising authorities have banned some ads, but say airlines should be allowed to discuss improvements to prevent “green hashing”, or the issue disappearing from the discussion.
“We need to keep the consumer’s interest first, but we also need to strike the right balance,” said Lucas Boudet, director general of the European Advertising Standards Association.
Reporting by Toby Stirling in Amsterdam and Joanna Prusinska in London; Editing by Mark Potter
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