Great Britain - Lufthansa advertising banned due to misleading impression
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 sustainably" was objected to. The "Green Fares" option advertised with this slogan does 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.
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- Lufthansa's decision to discontinue using the "Fly more sustainably" slogan in its advertising follows a ban on the slogan due to misleading environmental claims in the UK.
- The British Advertising Standards Authority also banned similar advertising campaigns by Air France and Etihad, as they provided a misleading impression about the airlines' environmental friendliness in their Google search display ads in the UK.
- The Lufthansa advertising controversy comes at a time when air traffic and its impact on the climate are under increased scrutiny in both Germany and Great Britain.
- The ban on the Lufthansa advertisement in the UK highlights the importance of clear communication and transparency in advertising, especially when making environmental claims, as misleading impressions can have negative consequences for companies like Lufthansa.
Source: www.stern.de
