Today, an Amsterdam court ruled that Dutch national airline KLM engaged in deceptive practices regarding its sustainability efforts in previous advertising campaigns, in response to a 'greenwashing' complaint filed by environmental organizations Fossielvrij and ClientEarth.
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Air France - KLM GroupThe court determined that KLM’s assertions suggesting the present or imminent sustainability of flying, as well as claims indicating that the purchase of offsetting products mitigates or compensates for a portion of the environmental impact of flying, are “misleading and unlawful,” thus violating the Unfair Commercial Practices Act. Additionally, the court found the term ‘sustainable’ used to describe alternative aviation fuel, known as SAF, to be misleading. According to the court, while SAF can contribute to reducing the adverse environmental effects of flying, the term ‘sustainable’ is overly absolute and lacks specificity.
Moreover, the court deemed the statement portraying SAF as a ‘promising solution’ as overly optimistic, considering its current limited share in total fuel consumption and uncertain future prospects. KLM had already ceased using the 19 adverts central to the lawsuit, resulting in the court ordering the company to cover the claimants’ costs without further punitive action. The court also deemed a ban on similar future claims unfeasible.
Hiske Arts, representing Fossielvrij, hailed the court’s decision as a significant triumph against greenwashing, emphasizing that companies cannot claim to combat climate change while contributing to it. Meanwhile, a poll by BTN Europe in January revealed that 71% of respondents doubted the veracity of travel suppliers’ sustainability assertions.
Johnny White, from ClientEarth, emphasized the necessity for companies making public commitments to the Paris Agreement’s climate goals to ensure the feasibility and specificity of their claims to avoid legal repercussions. He warned that strategies based on ‘sustainable aviation fuels’ or offsetting products may justify more emissions than they save.
In response to the ruling, KLM stated that it is reviewing the judgment and will provide a substantive response later. The airline emphasized its commitment to honest and transparent communication about sustainability, acknowledging the importance of engaging stakeholders in making aviation more environmentally friendly. They expressed gratitude for the court’s guidance on communication practices while highlighting ongoing efforts to enhance sustainability initiatives.
Source: GLO
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