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The Dutch airline KLM sued for “greenwashing” ads



(Reuters) – Environmental groups are suing KLM, the Dutch subsidiary of Air France, for an advertising campaign that they claim violates European consumer law by misleading the public about the sustainability of flights.

The Dutch activists Fossielvrij NL, with the support of the environmental law organization ClientEarth and Reclame Fossielvrij, submitted on Wednesday the first lawsuit with a claim of greenwashing in the aviation industry at the district court in Amsterdam.

KLM, which says it has invested millions of euros in a more sustainable fleet and is working towards the industrial target of net zero carbon emissions by 2050, met the groups before the lawsuit was filed but failed to find a solution.

“It would definitely not be in our interest to misinform our customers. It is our responsibility to make future travel as sustainable as possible, “the airline said in a statement to Reuters. “We believe our communications comply with applicable laws and regulations.”

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Campaigns have launched hundreds of climate change-related processes against companies, governments and governments to try to accelerate the world’s transition to a low-carbon economy and combat an escalating climate crisis. They want to stop KLM’s “Fly Responsibly” advertising, and claim that they are violating the Dutch implementation of the EU directive on unfair consumer practices by giving the false impression that its flights will not exacerbate the climate crisis.

KLM launched the advertising campaign in December last year, urging customers to help create a “sustainable future” for aviation by paying for replanting projects or by contributing to the cost of greener aviation fuels through its CO2ZERO offerings, designed to help manage aviation-related carbon dioxide emissions.

Campaign groups argue that aviation cannot be made sustainable fast enough to meet global climate goals by replacing fossil fuels, improved engines, efficiency or other future technologies and want a reduction in the number of flights – a view repeated by a leading investor group in March.

The Dutch court will decide whether the case can continue before KLM must file a defense, said ClientEarth.


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