The Advertising Standards Authority has censored Etihad Airways over an advertisement claiming that its flights were sustainable in a ruling released this morning
The authority challenged whether two facebook ads particularly the following claims, were misleading, because they exaggerated the environmental benefits of flying with Etihad:
In the first claims “we’re taking a louder, bolder approach to sustainable aviation” in the body of the text and “… you’ll earn Etihad Guest Miles every time you make a conscious choice for the planet … Environmental airline of the year” in the accompanying video; and in the second
“we’re taking a louder, bolder approach to sustainable aviation” in the body of the text and “… we’re cutting back on single-use plastics and are flying the most efficient planes. Flights with a smaller footprint … Environmental airline of the year” in the accompanying video.
The Authority said that it acknowledged Etihad’s comments that the claim “sustainable aviation” would be understood, especially in the aviation industry, as a long-term, multifaceted goal, which included their aspiration to reach “net zero” carbon emissions by 2050.
However, they noted that the ads were aimed at the general public and not specifically at those in the airline industry and that neither ad mentioned Etihad’s desire to be “net-zero” by 2050 or positioned the claim “sustainable aviation” as a long-term aspiration.
They also acknowledged Etihad’s comments about the use of modern aircraft and flight practices to reduce emissions.
However air travel continued to produce high levels of CO2 and non-CO2 emissions which were making a substantial contribution to climate change and noted the further initiatives and targets Etihad said they were committed to delivering in pursuit of their stated goal but many of these initiatives were targeted to only deliver results years or decades into the future.
Further to that, initiatives such as reducing single use plastics and using more efficient aircraft were not adequate substantiation to evidence a “sustainable aviation” claim.
The authority said that steps were being taken by Etihad to reduce the environmental impact of its service, they understood that there were currently no initiatives or commercially viable technologies in operation within the aviation industry which would adequately substantiate an absolute green claim such as “sustainable aviation” as we considered consumers would interpret it in this context.
They concluded, therefore, that the claim exaggerated the impact that flying with Etihad would have on the environment and the ads breached the Code.
