In the UK, golf carrier Etihad Airways has gotten into trouble with the Advertising Standards Agency over an advertising campaign. This accuses the airline of misleading and greenwashing.
While acknowledging that Etihad has taken various steps to reduce its environmental footprint, the agency found that the advertising did not provide enough information to enable consumers to fully assess the sustainability claims. The result, according to the regulator, is that the message conveyed exaggerates the impact of these measures and gives a false impression of absolute "greenness", which is not true.
“Etihad Airways is disappointed with the ASA's decision regarding its advertising on Facebook in October 2022. Etihad is running a comprehensive research and development program to decarbonize air travel and is working to reduce the environmental impact of air travel by saving billions invested in its fleet of modern, fuel-efficient aircraft, in research into sustainable aviation fuels and in carbon offsetting and reforestation through the Etihad Mangroves. The airline will continue to take bold and innovative steps, partnering with aircraft and engine manufacturers, sustainable fuel providers, scientists and innovators to make flying more sustainable than it would be without such steps,” Etihad Airways said in a statement .
It's not the first time the Advertising Standards Agency has taken issue with airlines who advertise their green credentials. In March 2023, the advertising regulator warned the German airline Lufthansa in a similar case, after finding that one of Lufthansa's advertising campaigns was misleading customers with its environmental claims.