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By Ellen Ormesher | Reporter

May 25, 2022 | 2 min read

Dutch airline KLM is being sued by environmental activists who say its ‘Fly Responsibly’ ads are “greenwashing.”

Lawyers from ClientEarth are supporting Fossielvrij NL, a Netherlands-based campaign group, in its claims that KLM is misleading consumers on the sustainability of flying and will demand that the airline addresses its impact on the planet.

It is not the first time an airline has fallen foul of climate activists and regulators for its advertising. Both Ryanair and easyJet have come under fire in the past for their misleading sustainability claims.

In this instance, Fossielvrij NL accuses KLM of violating European consumer law and deceiving customers by claming it is on track for net zero by 2050.

“KLM’s marketing misleads consumers into believing that its flights won’t worsen the climate emergency. But this is a myth,” said Hiske Arts, a campaigner at Fossielvrij NL.

“Unchecked flying is one of the fastest ways to heat up the planet. Customers need to be informed and protected from claims that suggest otherwise.”

KLM refutes the accusations, saying that it plans to introduce hydrogen and electric planes and scale up the use of synthetic kerosene from 2035, which will help it achieve its net-zero targets.

However, the news comes amid an ongoing European Citizens Initiative that would see advertising for transportation fueled by fossil fuels banned in the EU altogether.

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