Etihad Airways has voiced disappointment after being reprimanded by the UK Advertising Standards Authority (ASA) for misleading eco-advertising, despite the carrier’s efforts to push forward sustainable aviation technologies, such as contrail-avoidance.
The ASA’s investigation, which probed two Facebook advertisements from October 2022, found that Etihad’s claims linked with the term “sustainable aviation” were insufficiently substantiated.
In the advertisements, Etihad cited eco-awards, aircraft-efficiency improvements and single-use plastics reductions, but the ASA said the airline “gave no further context or explanation as to how ‘sustainable aviation’ was being achieved.”
The ASA also said that, while aviation professionals might understand the term “sustainable aviation” and have an awareness of the industry’s net zero by 2050 goal, the general public might be misled into thinking that flying with Etihad was already a sustainable choice. The body added that Etihad failed to mention the 2050 net-zero target in its advertising—though in a previous ASA ruling, Lufthansa’s advertising along these lines was judged to be too future-focused.
In both the Etihad and Lufthansa cases, ASA found that air travel produced “high levels” of CO2 and non-CO2 emissions, making a “substantial contribution” to climate change. Lufthansa was similarly reprimanded for unsubstantiated eco-claims, despite a supporting website giving further details of the German carrier’s sustainability initiatives.
“We understood that there were currently no initiatives or commercially viable technologies in operation within the aviation industry which would adequately substantiate an absolute green claim such as ‘sustainable aviation,’” the ASA said in its April 12 findings.
This has implications for any airline claiming to be sustainable in their external communications.
“Initiatives such as reducing single-use plastics and using more efficient aircraft were not adequate substantiation to evidence a ‘sustainable aviation’ claim,” the ASA said. “We told Etihad Airways to ensure that their ads did not give a misleading impression of the impact caused by traveling with the airline.”
Etihad said sustainability is a key priority, supported by research and development investments at the airline. “The airline will continue to take bold and innovative steps, including partnering with aircraft and engine manufacturers, sustainable fuel suppliers, academia and innovators to make flying more sustainable than it would be without such steps,” Etihad told Aviation Daily April 12.
The Abu Dhabi-based carrier has a number of initiatives underway, including sustainable aviation fuel (SAF) research, a reforestation project and pioneering testing of contrail-management technologies.
Meanwhile, over in the Netherlands, KLM is facing legal action over its eco-advertising in a court case that has been brought by Dutch eco-lobby group Fossielvrij NL. A Dutch court will decide on April 20 whether the case against KLM is admissible.
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