Campaign leader Hiske Arts speaks during a meeting of climate group Fossielvrij Nederland (Fossil Free Netherlands) at their office in Amsterdam as Fossil Free is suing Dutch airline KLM over advertisements such as KLM's "Fly Responsibly" campaign. — Reuters
AMSTERDAM: When Dutch airline KLM launched adverts urging customers to “fly responsibly” and think about the environmental impact before booking a flight, it says it was showing its commitment to a sustainable future.
But the 2019 campaign sparked criticism, and last year environmental activists filed a suit accusing the company of “greenwashing”, or making misleading environmental claims.
The case filed by Fossil Free Netherlands highlights the dilemma facing airlines as they try to boost growth for shareholders while also convincing the public they are taking steps to cut carbon emissions.
Critics said those messages can’t be reconciled, and a growing number of lawsuits, consumer complaints and rulings from advertising regulators are seeking to restrict what sustainability claims airlines should be allowed to make.
“The only way to fly responsibly right now is not to fly,” said Hiske Arts, who is leading the campaign by Fossil Free Netherlands.
KLM, which is fighting the suit, one of the most prominent among the legal challenges facing airlines, said it intends to be an industry leader in cutting emissions and communicating about sustainability.
“We are pulling out all the stops,” a spokesperson said.
KLM is due to file its first official response at the Amsterdam district court by Sept 27. That will be followed by a court hearing on Dec 6.
In June, European consumer rights body BEUC lodged a complaint at the European Commission against 17 airlines, alleging they use terms such as “sustainable”, “responsible” and “green” deceptively.
“The reason we picked airlines is probably because it’s one of the most emblematic sectors in terms of greenwashing,” said campaign leader Dimitri Vergne.
He said technologies for low-emission flights either don’t exist or are years away from commercialisation.
The stakes are high. KLM’s owner, Air France-KLM, said in its 2022 annual report that damage to its environmental reputation was a business risk that could lead to it losing public or political support.
On Sept 1, the Dutch government said it planned to cap flights at Schiphol Airport, KLM’s base, at 9.5% below 2019 levels, primarily to reduce noise pollution but also in light of goals to cut emissions.
Air France-KLM and other airlines plan to contest the decision at the European level.
Responding to Reuters questions, KLM said aviation was a “hard to abate” sector in terms of emissions but that it planned to meet 2030 climate targets by buying more efficient planes and gradually using more biofuel.
KLM said its customers want to fly, and helping them do so is the reason it exists. — Reuters
