Advertisements by airlines prohibited due to allegations of misleading environmental claims

Advertisements from Air France, Lufthansa, and Etihad have been banned by the Advertising Standards Authority (ASA) in the UK for misleading consumers about the environmental impact of the airlines. The ads claimed that Air France was committed to protecting the environment, Lufthansa urged passengers to fly more sustainably, and Etihad used the words "environmental advocacy." However, the ASA found that the ads did not accurately portray the airlines' impact on climate change. Lufthansa and Etihad have already removed the ads, while Air France did not provide a substantial response to the investigation. The ASA stated that by claiming to offer sustainable and environmentally friendly travel, Air France misled customers. The regulatory body uses an AI system to identify companies suspected of engaging in "corporate greenwashing." This ruling is not the first time Lufthansa has faced criticism for overstating its environmental efforts. Other companies, including Persil, HSBC, Shell, Innocent, Oatly, Golden Leaves, and JC Atkinson & Son, have also had their ads banned for misleading claims. With increased pressure to reduce carbon emissions, airlines are facing scrutiny to minimize their environmental footprint. While sustainable aviation fuels (SAF) have been hailed as a greener option, they currently account for less than 0.1% of aviation fuel worldwide, with no dedicated commercial plants in the UK. The UK government plans to require 10% of aviation fuel to be SAF by 2030.