KLM, the Dutch arm of Air France-KLM, appeared in court on Tuesday to address accusations of “greenwashing” by climate group Fossil Free concerning its “Fly Responsibly” advertising campaign.
The case has become a pivotal point in evaluating environmental claims within the aviation industry, a sector recognized for its significant contributions to greenhouse gas emissions.
Fossil Free challenged KLM’s campaign, claiming that any notion of “flying responsibly” is fallacious and argued for a prohibition on the airline making similar sustainability-related statements.
During the proceedings, Fossil Free’s lawyer, Danielle Brouwer, asserted that “a plane ticket is the most polluting product that a consumer can buy.”
However, KLM’s defense, represented by lawyer Branda Katan, emphasized the airline’s efforts towards sustainability. Katan highlighted KLM’s commitment to adopting more efficient aircraft and plans to increase the use of biofuel in its kerosene, the primary fuel for its fleet.
While acknowledging emissions as a concern, KLM defended its right to advertise the changes it is striving to implement.
The increased scrutiny of environmental claims by regulatory bodies was underscored, citing recent investigations into Unilever by Britain’s Competition and Markets Authority.
Aviation advertising has been a subject of intense focus, considering the inherent challenges in reducing carbon emissions in the industry. Authorities emphasize the need for transparent and accurate communication regarding green efforts.
Previously, Britain’s Advertising Standards Authority banned advertisements from airlines like Lufthansa, Air France-KLM, and Etihad, accusing them of providing misleading information. Similarly, Europe’s consumer rights body lodged a complaint against 17 airlines, alleging deceptive use of terms like “sustainable.”
In the courtroom clash, KLM and Fossil Free disputed the credibility of the airline’s future plans and the appropriateness of advertising them. KLM claimed its strategies would result in a 12% reduction in carbon dioxide emissions by 2030, a statement challenged by Fossil Free.
Lawyer Frank Peters representing Fossil Free argued that KLM’s growth plans were not disclosed in their advertisements, deeming them misleading.
Presiding Judge Mette Jobsis announced that a decision on the case is anticipated to be delivered on February 21.