Environmentalists sue Dutch airline KLM for 'greenwashing'

Image source, LEX VAN LIESHOUT

The environmental groups are accusing the airline of being deceptive in its advertising.

The groups say it is the first lawsuit of its kind.

They argue that the false impression that its flights won't make climate change worse is created by the ads.

The company's statements are based on solid arguments and it believes its adverts comply with the applicable legislation.

The Fly Responsibly campaign was launched in 2019.

The airline is on track to reduce its greenhouse gas emissions to net zero by the end of the century, according to the campaign.

It has a carbon offset product called CO2Zero, which the company says funds reforestation or the purchase of fuels. Greenhouse gas emissions are balanced out by offsetting carbon.

The groups say the claims are not true. The airline's plan to return to pre-pandemic levels of flights is at odds with the Intergovernmental Panel on Climate Change's call for a rapid reduction in greenhouse gas emissions.

The advertising campaign is called "greenwashing" by the environmental groups.

The Dutch airline is promoting products like CO2Zero that do nothing to limit damage to the environment, and that's why they think it's a bad idea. The lawsuit is being brought under the Unfair Consumer Practices Directive.

It "proved impossible" that there was any room for a solution other than a court case.

"We critically assess all our communications, and welcome input from all of our stakeholders," Marjan said. A court ruling will clarify how best to shape our communications policy.

If the case in Amsterdam is successful, the company will have to stop advertising and make some changes.

Image source, Screenshot/KLM

"Flight emissions cannot be 'compensated' if customers just pay extra to plant trees or give money towards the cost of false solutions," Hiske Arts said. Sand is thrown in our eyes with these messages.

We are going to court to demand that KLM tell the truth. It's one of the fastest ways to heat up the planet. Customers need to be aware of claims that it is not.

The Fly Responsibly initiative encourages people to think twice before boarding an aircraft.

Carbon offsetting can be used to mitigate the effects of climate change in sectors like air travel where there aren't any realistic alternatives. Climate scientists point out that for offsetting to work, the planted trees need to be maintained over time.

Companies are in a difficult position according to Joana Setzer.

"They're forced to show they're doing something and announce commitments, but it's not only insufficient but dangerous for them to do so, as they might find themselves sued for misleading information."

It's a relatively easy and cheap case to bring, but it's also a case where you can address the advertising as well as the communications surrounding net-zero commitments.

According to the company, it would not be in its interest to mis inform customers about the company's approach to sustainable living.

The advertising regulators cracked down on deceptive marketing. The Dutch advertising watchdog found that the adverts telling customers they could fly carbon-emission-free were misleading.

The Advertising Standards Authority found that the "Europe's Lowest Fare, Lowest Emissions Airline" campaign was misleading. The offending ads should not be seen again.

According to Prof Setzer, one case brought and won in a country has a cascading effect. There are airlines and consumer protection laws all over the place. They are easy to transfer.