EU Aviation Industry Still Mired in Greenwashing Claims
EU Aviation Faces Allegations of Widespread Greenwashing by Consumer Advocates
Europe's airline industry is still drowning in a sea of deceptive climate-related claims, according to consumer watchdog BEUC. That's over a year after the EU launched an investigation into airlines' greenwashing.
In a comprehensive analysis of 17 air carriers, BEUC found that many are tricking passengers into believing that flying is a more eco-friendly choice than it really is.
"Travelers are being led to believe they're opting for an eco-friendly transportation, not a highly polluting one," said BEUC director general Agustin Reyna.
Aviation contributes up to 4% of the European Union's greenhouse gas emissions.
Back in 2023, BEUC lodged a complaint with the European Commission, alleging that European airlines were greenwashing and engaging in deceptive commercial practices by overhyping their environmental credentials.
A year later, the commission launched an inquiry, still ongoing, into 20 companies over misleading green claims.
But according to BEUC, not much has changed since then.
Some of the airlines analyzed have scrapped or adjusted their climate-related marketing claims. Norwegian airlines eliminated all climate-related claims during the booking process, while Wizz Air did away with the option that claimed to offset carbon emissions.
However, these changes have mainly been superficial—centered around minor adjustments in wording or color coding.
"These superficial improvements don't mask the fact that greenwashing is still rampant," said Reyna.
BEUC points out that many of the companies analyzed, including Air France and Lufthansa, continue offering "green" fares. This deceptive practice involves charging customers more to purchase carbon credits or sustainable aviation fuel (SAF).
Airlines also tend to oversell their long-term sustainability goals, according to BEUC.
European airlines faced renewed scrutiny in 2023 when BEUC accused them of greenwashing and deceitful business practices. Specifically, they were criticized for exaggerating their environmental friendliness and misleading consumers about the true environmental impact of their flights, despite aviation accounting for up to 4% of the EU’s greenhouse gas emissions. The airlines were also called out for inflating their "green" claims, employing practices that breached EU rules on fair commercial conduct, and implying they offer sustainable transportation options when they don't.
Despite the EU launching an investigation into 20 airlines following the 2023 complaint, the issue has persisted. As of 2023, the airline industry's use of misleading "green" marketing practices remains a key target of consumer protection and environmental oversight in Europe.
In sum, European airlines in 2023 were accused of exaggerating their eco-friendly credentials and misleading consumers about the true environmental impact of their flights, an issue that remains under active investigation by EU authorities.
- Despite the EU launching an investigation into 20 airlines in 2023, BEUC continues to highlight that the aviation industry's use of greenwashing and deceptive marketing practices is still prevalent.
- The airline industry's claims of environmental friendliness are often questioned, as they continue to employ misleading "green" marketing strategies, such as charging customers extra for carbon credits and sustainable aviation fuel (SAF).
- BEUC's analysis of 17 air carriers revealed that while some had adjusted their climate-related marketing claims, the changes made were superficial, and the practice of greenwashing remains rampant within the industry, particularly in the realm of business and finance.
