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In June 2023, BEUC and 23 of its members from 19 countries lodged an EU-wide complaint against 17 European airlines for greenwashing. Based on a new evidence-gathering and two years after we launched our ‘Green (f)lying’ action we found that:
• Some airlines have removed or changed their climate-related marketing claims. This
appears to be a result of the actions launched by consumer groups and other civil society
organisations4 as well as of the exchanges between airlines and consumer protection
authorities.5
• However, greenwashing continues to be widespread, and some changes have been
limited (such as light changes in the wording and/or colour codes). Consumers are overall
still being faced with the false impression that they are choosing a sustainable transport
method rather than a highly polluting one.
• Airlines’ green claims continue to rely on two key arguments: As shown in our 2023
action, claims mainly misrepresent the impact of the flight through reliance on ‘offsetting’
claims and oversell the trader’s future goals and plans.
• ‘Green fares’ are increasingly popular. The airlines which are part of the Lufthansa group
registered a steady rise of such fares, which grant consumers extra miles or loyalty points.6
• Regulatory contexts are getting stricter in Europe and beyond. An increasing number of
authorities and court decisions have clarified when and how climate-related claims can be
admissible.
• Some airlines have removed or changed their climate-related marketing claims. This
appears to be a result of the actions launched by consumer groups and other civil society
organisations4 as well as of the exchanges between airlines and consumer protection
authorities.5
• However, greenwashing continues to be widespread, and some changes have been
limited (such as light changes in the wording and/or colour codes). Consumers are overall
still being faced with the false impression that they are choosing a sustainable transport
method rather than a highly polluting one.
• Airlines’ green claims continue to rely on two key arguments: As shown in our 2023
action, claims mainly misrepresent the impact of the flight through reliance on ‘offsetting’
claims and oversell the trader’s future goals and plans.
• ‘Green fares’ are increasingly popular. The airlines which are part of the Lufthansa group
registered a steady rise of such fares, which grant consumers extra miles or loyalty points.6
• Regulatory contexts are getting stricter in Europe and beyond. An increasing number of
authorities and court decisions have clarified when and how climate-related claims can be
admissible.
