Europe’s KLM Royal Dutch Airlines has been found guilty of misleading environmental claims (greenwashing) in its advertising.
Dutch flag carrier KLM has been found guilty of greenwashing when it claimed customers could fly more sustainably on its flights.
AIRLINE’S GREENWASHING CLAIMS
A Dutch court has ruled in favour of climate activist group Fossielvrij, relying on European consumer protection laws to prevent greenwashing.
Companies, like airlines, are often brought to book when they make misleading statements regarding environmental impacts, like the European airline charged with greenwashing.
Greenwashing is a form of advertising in which green PR and green marketing are used to persuade the public that an organization’s products, aims, and policies are environmentally friendly.Â
CARBON EMISSIONS
The commercial aviation sector is responsible for around 2 percent of global carbon emissions.
Consequently, airlines are now obliged to implement measures that help to mitigate this.
Europe is facing challenges over its climate impact. It is reportedly the fastest-warming continent.
EUROPEAN AIRLINE’S MISLEADING ADS (GREENWASHING)
KLM allegedly exaggerated the effects of sustainable aviation fuel (SAF) in its marketing activities. Thus the European airline was said to be greenwashing.
FT states that KLM removed these ads before the actual court ruling.
As a result, the airline was ordered to communicate its efforts to reduce carbon emissions more honestly. Â
In addition, the Dutch court also ruled that KLM must pay the claimant’s legal costs.
SUSTAINABLE AVIATION FUEL
Most major airlines across the world have committed to reaching net zero by 2050.
But, the availability and cost of cleaner fuels is a major obstacle to achieving these targets.
ALSO READ: Teesworks UK gets approval for SAF refinery
NET ZERO
Net zero emissions mean that human activities release and remove the same amount of carbon dioxide from the atmosphere.
Many countries and organizations are setting net zero targets.
However, this is more than a concept of physical climate science. It is implemented in social, political and economic contexts.
