A Dutch court ruled that KLM had misled customers with an advertising campaign aimed at improving the company's environmental image, in a case of so-called "greenwashing." The decision is expected to serve as a benchmark for airlines on what they can say publicly about their efforts to reduce greenhouse gas emissions.

Amsterdam Airport Schiphol

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A Dutch court recently ruled against KLM, finding the airline guilty of misleading customers through an advertising campaign. The campaign, which aimed at enhancing KLM's environmental image, was evaluated and deemed a case of "greenwashing." This term refers to the act of conveying a false impression or providing misleading information about how a company's products are more environmentally sound.

This decision is anticipated to have widespread implications across the airline industry. It serves as a benchmark regarding what airlines are permitted to claim publicly about their initiatives to cut down on greenhouse gas emissions. The ruling underlines the increasing scrutiny on how companies portray their environmental efforts and the necessity for truthfulness in such communications.



Dutch court rules against K.L.M. in benchmark "greenwashing" case

Activists celebrated a Dutch court ruling Wednesday that found airline KLM misled customers, with an ad campaign aimed at improving the company's environmental image, in a case of so-called greenwashing. The decision is expected to serve as a benchmark for airlines on what they can say publicly about their efforts to reduce greenhouse gas emissions. Regulators have been scrutinizing environmental claims more closely. The court said some of KLM's claims about sustainability were too vague, or painted what the court described as a too rosy picture about its measures to scale back emissions. Environmental groups said it was a landmark decision. Oh, we were so happy. This is such an important victory in a battle against greenwashing. Hiske Arts is a campaign leader with Fossil Free, the Dutch group which led the case. Activists with the group had argued that KLM's Fly Responsibly campaign was misleading, given that all flights generate significant amounts of emissions. We finally have this very clear decision of the court saying that it's illegal for companies to claim they are tackling the climate crisis, while in reality they are fueling the crisis. There was no punishment in the case. KLM said it was satisfied with the decision, which gave it, quote, clarity. Air France KLM CEO Benjamin Smith said the company is taking steps to scale back emissions by purchasing more efficient planes and using more biofuel. We are not greenwashing, so you know, if you look at the rest of the industry, you look at our history, so it's an inconvenience. It's a lot of energy and time against something we strongly don't believe we do. The claims are common across the industry. Lawyer Johnny White advised Fossil Free. He pointed out that Europe's main consumer group has brought a complaint to the European Commission for similar claims against more than a dozen airlines. So we expect that this ruling will have significant implications for the kind of green claims that aviation, as a highly polluting industry, is allowed to make in Europe and also beyond. As for KLM, the court said in the future it must be, quote, honest and concrete about environmental claims.

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