European Airlines Forced to Abandon Climate Claims as Brussels Cracks Down on Greenwashing

Twenty-one European carriers including Lufthansa, Air France and KLM have committed to cease misleading environmental claims following an intervention by the European Commission, marking a significant retreat for an industry that has aggressively marketed sustainability credentials to environmentally conscious travellers.

The agreement, announced on 7 November, follows the launch of a complaint in 2023 by the European Consumer Organisation targeting misleading climate-related claims by several European airlines. Under the commitments, airlines must stop claiming that the CO2 emissions of a specific flight could be neutralised, offset, or directly reduced by consumer financial contributions to climate protection projects or alternative aviation fuels.

The accord represents a watershed moment for airline marketing strategies. Lufthansa, which has heavily promoted 'Green Fares' promising to "reduce 20% of individual flight-related CO₂ emissions," has yet to change the name of its green fare offerings whilst Air France no longer offers carbon offsets for flights, instead suggesting passengers contribute to the purchase of sustainable aviation fuel.

The regulatory scrutiny follows a series of legal setbacks for the sector. In March 2024, a Dutch court ruled against KLM in a greenwashing case, saying the airline misled consumers with vague claims about the sustainability of its flights, whilst a German court later barred Lufthansa from advertising carbon offsetting in a way deemed deceptive.

Consumer groups characterised the agreement as vindication, with BEUC noting that "it is unacceptable that airlines have freely lured consumers into offsetting their flight's emissions, sometimes at a high price".

National consumer authorities will monitor implementation, with potential enforcement measures against carriers failing to comply.

The commitments arrive as aviation accounts for around 3 per cent of global carbon emissions, with its overall contribution to climate change higher due to the release of other greenhouse gases at high altitudes