The economic inspectorate of Belgium's Economy Ministry and 16 regulators from other countries have warned airlines against misleading environmental claims. Such claims must be "truthful, clear and accurate," according to an open letter to airlines.
More than a year ago, the European Commission and national consumer authorities slapped fines on 20 airlines, including Brussels Airlines, for potentially engaging in misleading environmental claims (also called "greenwashing").
That investigation is ongoing, but the open letter advises the entire industry to properly substantiate its environmental claims.
Facts, not green marketing pitches
The letter asks companies to use clear, detailed and scientifically substantiated claims. Vague terms, such as sustainable or green, should be avoided if used without context, and symbols such as leaves, trees or product names should not give the wrong impression. It is also better to emphasise ongoing measures, rather than vague future plans.
"Especially in a sector like aviation, which weighs heavily on the climate, it is essential that companies base their communications on facts, not green marketing pitches," said Consumer Protection Minister Rob Beenders (Vooruit) in a press release. "Those who claim sustainability must be able to back up those words with transparency and evidence."
Aviation emits some 3% of global CO2. Added to this are other warming effects that have nothing to do with CO2.
The open letter was signed by regulators from Africa, Europe and South America, among others. It was prompted by the International Consumer Protection and Enforcement Network (ICPEN), a global network of more than 70 consumer protection authorities.
