“A picture too idyllic”: the airline KLM loses its lawsuit against NGOs for “greenwashing”

Dutch airline KLM misled consumers with “vague and general” advertisements about the sustainable nature of its flights, a court in Amsterdam (Netherlands) ruled on Wednesday. in a “greenwashing” case brought by NGOs. KLM also “paints too idyllic a picture of the impact of measures such as sustainable aviation fuel (made from renewable raw materials) and reforestation,” the court said. “These measures only marginally reduce negative environmental aspects and give the false impression that flying with KLM is sustainable,” he added.

The case was brought by the Dutch association Fossielvrij NL, supported by the NGO ClientEarth, which accused KLM of greenwashing. KLM no longer broadcasts the advertisements in question, so the court did not order any changes. KLM “can continue to advertise flights and does not have to warn consumers that current aviation is unsustainable,” the court said. “If KLM informs consumers of its ambitions in terms of reducing CO2 emissions, for example, it must do so in an honest and concrete way,” he added.

Most of the ads were part of the “Fly Responsibly” campaign, an “awareness campaign,” according to KLM. They range from general statements, such as “Join us to create a more sustainable future”, to statements on sustainable fuel (SAF), described as a “promising solution”. Even if this fuel can help reduce the harmful impact of air transport, the term “sustainable” is too absolute and not sufficiently concrete, the court ruled. “The claim that it is a promising solution also paints too idyllic a picture,” he said.