ACM and European consumer authorities: airlines must stop greenwashing
The European consumer authorities are calling on 20 European airlines to adjust their misleading sustainability claims. The airlines must, within 30 days, stop misleading their customers by using false sustainability claims. This joint action was launched following a complaint filed by the European Consumer Organization (BEUC), of which the Dutch Consumers’ Association (in Dutch: Consumentenbond) is a member. The Netherlands Authority for Consumers and Markets (ACM) is one of the leading authorities in this action.
The authorities have established that many airlines make sustainability claims that are at odds with the law. They do so, for example, by exaggerating the impact of the use of ‘sustainable aviation fuel’ or by offering CO2 compensation without clearly indicating that such compensation has no effect on the negative environmental impact of the flight itself. Such claims make it seem as if flying is more sustainable that it actually is.
Cateautje Hijmans van den Bergh, Member of the Board of ACM, explains: “Companies must be honest and clear in their communications about their sustainability efforts. Only then are consumers able to make informed, environmentally conscious choices. Flying is and remains a polluting mode of transportation. That is why we have called on the airlines to stop using their misleading sustainability claims.”
Results of a European investigation into sustainability claims in the aviation sector
The authorities have found that European airlines use different misleading sustainability claims. These airlines have been confronted with the following misleading claims:
- Using absolute sustainability claims like ‘sustainable’, ‘green’, and ‘responsible’ and thereto-related visual claims such as green leaves.
- Giving the impression that the CO2 emissions of a flight can be reduced or fully offset by investing in climate projects or by paying extra for ‘sustainable aviation fuel’.
- Using the term ‘sustainable aviation fuel’ without explaining what the sustainability benefits are. In addition, it must be clearly stated that, at the moment, this fuel’s availability is very limited, and that, therefore, it is only used in very small quantities.
- Claiming that the airline will achieve certain sustainability goals in the future without explaining what steps will be taken and how this will be verified.
- Presenting the consumer with a calculator that can calculate the CO2 emissions of their flight without a substantiation of the method that is used.
- Presenting consumers with a comparison of the CO2 emissions per flight without explaining what this is based on.
The airlines have been confronted with their individual misleading claims. They have 30 days to adjust or remove their misleading claims. The EU authorities will also sit down with the airlines. If the companies do not adjust their claims sufficiently (or fail to adjust them at all), the national authorities can launch a follow-up procedure and impose sanctions.
European collaboration
The European consumer authorities and the European Commission work together in the CPC network (Consumer Protection Coordination). The goal is to ensure that companies that are active in different European countries comply with the rules that protect consumers. This case is led by the Netherlands, Belgium, Spain, and Norway.
ACM and sustainability
ACM ensures markets work well for people and businesses, now and in the future. Sustainable production and consumption are essential for a future-ready society. ACM’s oversight over sustainability claims of companies helps realize that. Consumers must be able to make more sustainable choices with confidence.
Consumers are not the only ones that need to be protected against misleading sustainability claims. Businesses that undertake sustainability efforts must be protected against businesses that compete unfairly by using misleading claims. ACM has published its Guidelines regarding Sustainability Claims in order to provide companies guidance about their sustainability claims.