In a significant win for environmental campaigners, a Dutch court has ruled that KLM misled customers with overly optimistic environmental claims in its advertising. The lawsuit, initiated by Fossielvrij, found that KLM violated consumer law with 15 misleading environmental statements.
Landmark Decision Against Greenwashing
"This landmark victory in the battle against greenwashing sends a clear message," said Hiske Arts of Fossielvrij "Companies cannot hide behind vague claims while fuelling the climate crisis.”
The court declared several of KLM's claims misleading due to their lack of specificity. For example, a billboard depicting a child on a swing with the slogan "join us in creating a more sustainable future" was deemed deceptive, implying an environmental benefit without explanation.
Focus on SAFs and Offsets
The court also criticised KLM's presentation of sustainable aviation fuels (SAFs) and tree-planting initiatives. It ruled that these measures offer marginal environmental benefits and wrongly portray KLM flights as sustainable.
Limited Victory
While KLM was not ordered to retract specific statements, the court mandated honest and concrete communication regarding emission reduction efforts. Campaigners acknowledge this victory while noting limitations, as expressed by Rosanne Rootert of Reclame Fossielvrij: "Stopping one misleading campaign doesn't stop the broader problem. We need proactive measures like restrictions on fossil fuel advertising for true systemic change."
KLM's Defense and Response
KLM's lawyer, Branda Katan, highlighted the slowness of lawsuits and their limited impact prior to the verdict. KLM spokesperson Marjan Rozemeijer stated they already discontinued the ads in question and remain committed to transparency in sustainability communications.
The Bigger Picture
This case spotlights the aviation industry's greenwashing problem amidst growing climate concerns. Although air transport currently accounts for a small percentage of emissions, projections indicate a significant future impact as demand increases.
