British collect advertising slogan from Lufthansa
Air travel is responsible for a significant proportion of global CO2 emissions and is therefore a driver of climate change. Nevertheless, airlines such as Lufthansa advertise sustainable flying. A misleading statement, according to the British advertising regulator.
A Lufthansa advertisement for sustainable flying has been banned in the UK. The advertisement gave a misleading impression of the company's environmental friendliness, according to the British Advertising Standards Authority.
The slogan "Fly more sustainable" was objected to. The "Green Fares" option advertised with this slogan did reduce some of the environmental impact of traveling with the airline, it said. However, the supervisory authority came to the conclusion that the basis for the "Fly more sustainably" claim had not been clearly explained in the advertisement. Lufthansa told the British news agency PA that the company would no longer use the slogan in future advertising.
Similar ads by the airlines Air France and Etihad, which also appeared on the Google search engine in the UK in July, were banned on the same grounds. The French airline advertised that the company was "committed to protecting the environment". Etihad promised potential customers "total peace of mind" and referred to its commitment to the environment.
Air travel is responsible for around 2.5 percent of the world's CO2 emissions, which drives global warming. Despite the industry's efforts to reduce the impact of flying through offsetting, cleaner fuels and more efficient aircraft, air travel remains a significant source of greenhouse gases.
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Lufthansa's claim of "Fly more sustainably" in their advertising was found misleading by the British Advertising Standards Authority due to insufficient explanation of the basis for this claim. The ban on Lufthansa's advertisement follows similar actions against Air France and Etihad, highlighting the challenges in promoting sustainable flying while adhering to advertising laws.
Source: www.ntv.de
