Another potential case of greenwashing is et to go to court. Fossielvrij Netherlands and Reclame Fossielvrij in filing a lawsuit in the Netherlands against Dutch airline KLM over misleading marketing that promotes the sustainability of flying.

The lawsuit focuses on KLM’s Fly Responsibly ad campaign and its offers for customers to buy carbon offset products to reduce the impact of their flight by funding reforestation projects or KLM’s purchase of biofuels.

Supported by ClientEarth, the lawsuit argues that KLM’s campaigns and carbon ‘compensation’ schemes are misleading and violate European consumer law. Additionally, an expert evidence report submitted with the court filing found that KLM cannot validly claim that donating toward reforestation compensates for the climate impact of flying, and that a donation toward KLM’s biofuel costs would not be ‘compensation’ either.

Ultimately, ClientEarth is calling for a ban on all fossil fuel advertising in the EU to stop companies like KLM from continuing to mislead the public over what is needed reduce the airline industry’s impact on the planet and people.

In this instance, the Court will first consider whether the claim has standing to proceed, and then KLM will give its defence. Once the written filings are completed, a hearing will be held, and after that the court will issue its judgment.

Share Story: