Dutch court rules KLM ads ‘misleading’ in greenwashing case
The flag carrier KLM acted illegally when it claimed customers could “fly sustainably”, a Dutch court has ruled, in a victory for climate activists relying on European consumer protection regulations to combat “greenwashing”. It is the latest in a series of rulings covering everything from Swedish “net zero” milk, German “climate neutral” heating oil and Austrian Airlines’ “carbon-neutral” flights, which have all fallen foul of fair advertising rules in various jurisdictions across Europe. French energy company TotalEnergies is fighting to defend its claim to be aiming to hit net zero emissions by 2050. KLM had painted an “overly rosy picture” of the effects of sustainable aviation fuel or reforestation projects, which customers were given the opportunity to pay for alongside flights, the Amsterdam court said on Wednesday. The airline industry, which is responsible for at least 2% of global CO₂ emissions and up to 5 per cent when the release of other gases and vapour is included, has been increasingly facing challenges over its climate impact in Europe, which is the fastest warming continent. KLM’s claim to be committed to the goals of the 2015 Paris climate agreement was among the statements deemed by the court to be “misleading and therefore unlawful”. “This judgment is nothing short of a wake-up call for highly polluting industries and companies that try to sell the image of commitment to the Paris climate goals without having the plans to get there,” said Johnny White, a lawyer at Client Earth, which supported the lawsuit brought by campaign groups Fossielvrij and Reclame Fossielvrij against KLM. The KLM ruling could inspire green campaign groups to pursue cases under consumer law in other jurisdictions, White said, because a prohibition on misleading commercial statements to consumers is found “all over the world” including the US, UK and Australia. KLM, which stopped running the ads in question before the ruling, must pay Fossielvrij’s costs and convey its efforts to cut emissions “honestly and concretely” in future, the court said. “We consider awareness and communication about sustainability goals, activities and dilemmas essential,” the airline said, adding that it was “studying” the ruling.<br/>
https://portal.staralliance.com/cms/news/hot-topics/2024-03-21/sky/dutch-court-rules-klm-ads-2018misleading2019-in-greenwashing-case
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Dutch court rules KLM ads ‘misleading’ in greenwashing case
The flag carrier KLM acted illegally when it claimed customers could “fly sustainably”, a Dutch court has ruled, in a victory for climate activists relying on European consumer protection regulations to combat “greenwashing”. It is the latest in a series of rulings covering everything from Swedish “net zero” milk, German “climate neutral” heating oil and Austrian Airlines’ “carbon-neutral” flights, which have all fallen foul of fair advertising rules in various jurisdictions across Europe. French energy company TotalEnergies is fighting to defend its claim to be aiming to hit net zero emissions by 2050. KLM had painted an “overly rosy picture” of the effects of sustainable aviation fuel or reforestation projects, which customers were given the opportunity to pay for alongside flights, the Amsterdam court said on Wednesday. The airline industry, which is responsible for at least 2% of global CO₂ emissions and up to 5 per cent when the release of other gases and vapour is included, has been increasingly facing challenges over its climate impact in Europe, which is the fastest warming continent. KLM’s claim to be committed to the goals of the 2015 Paris climate agreement was among the statements deemed by the court to be “misleading and therefore unlawful”. “This judgment is nothing short of a wake-up call for highly polluting industries and companies that try to sell the image of commitment to the Paris climate goals without having the plans to get there,” said Johnny White, a lawyer at Client Earth, which supported the lawsuit brought by campaign groups Fossielvrij and Reclame Fossielvrij against KLM. The KLM ruling could inspire green campaign groups to pursue cases under consumer law in other jurisdictions, White said, because a prohibition on misleading commercial statements to consumers is found “all over the world” including the US, UK and Australia. KLM, which stopped running the ads in question before the ruling, must pay Fossielvrij’s costs and convey its efforts to cut emissions “honestly and concretely” in future, the court said. “We consider awareness and communication about sustainability goals, activities and dilemmas essential,” the airline said, adding that it was “studying” the ruling.<br/>
