ClientEarth’s Post

A greenwashing ruling against airline KLM is a great reminder that communication efforts, even well-meaning ones, can come under scrutiny. An Amsterdam court ruled that KLM misled consumers with its “Fly Responsibly” campaign by “painting an overly rosy picture” on the impact of its climate mitigation measures – an action it says made the messaging illegal. Company leaders of course disagree, noting that concrete examples of fleet upgrades and use of other measures (such as sustainable aviation fuels) undermine claims of greenwashing. It's another example of the high bar companies must meet when talking about sustainability efforts, which will get higher as jurisdictions such as the EU continue to formalize greenwashing regulations. Our POV: Leaders should take an outsider's view of (and across) their "sustainability stories" to look for potential blind spots and gaps: Are we "walking the talk" through our own practices with employees, for example? Are our stories supported by clear facts and proof points? Navigating environments that are not only polarizing in some areas but potentially legally risky as well can be challenging, but the other direction -- the so-called "greenhushing" is not a long-term solution. Being clear on what stakeholders expect and potential points of disagreement will be critical. #greenwashing #SAF

🚨Judgement incoming🚨 The final judgment in the landmark greenwashing case against Dutch airline KLM is due next month. The case, taken in 2022 by Fossielvrij NL and Reclame Fossielvrij and supported by us, challenges Dutch airline KLM’s misleading marketing that promotes the ‘sustainability’ of flying. Aviation relies on highly polluting fossil fuels, and expert studies warn that the airline industry cannot reach net zero by 2050 and align with climate goals without lowering air traffic. However, KLM’s marketing attempts to convince consumers otherwise, presenting the airline – and the industry - as 'creating a more sustainable future' and on track to reduce its emissions to net zero by 2050, which simply doesn’t square with aviation growth plans. The lawsuit argues that KLM’s publicity is therefore misleading and violates European consumer law. After numerous discussions and hearings, we await the judge’s decision with much anticipation. If a positive result, this will be a huge step forward in holding greenwashing companies to account worldwide. Read the full story:

GREENWASHING LATEST: Dutch court finds KLM sustainability claims to be “misleading and therefore unlawful”. KLM painted “overly rosy picture” of the effects of sustainable aviation fuel or reforestation projects, which customers were given the opportunity to pay for alongside flights. Friends of the Earth highlight the wake-up call: “This judgment is nothing short of a wake-up call for highly polluting industries and companies that try to sell the image of commitment to the Paris climate goals without having the plans to get there.” The court ruled that KLM must pay costs and make efforts to cut emissions “honestly and concretely” in future. Meanwhile, airlines are struggling to reach net-zero by 2050, due to the availability and cost of cleaner fuels. More radical innovation needed, perhaps rethinking the whole industry? >> Time to cut the greenwashing: Do the right thing, do it well, and make it transparent. https://on.ft.com/3x6XPUE

A Dutch court ruled on Wednesday that KLM had misled customers with an advertising campaign aimed at improving the company's environmental image, in a case of so-called #greenwashing. The decision, which comes at a time when regulators are more closely scrutinising environmental claims, will serve as a benchmark for airlines on what they can say publicly about their efforts to reduce greenhouse gas #emissions. A number of advertisements made by KLM in the past were misleading and therefore illegal, the court said in a summary of judges written decision, adding that some company #claims about sustainability had been too vague. In others, KLM paints a too-rosy picture about #measures it is taking to reduce its emissions, such as using more biofuel or planting trees. Those measures only marginally lessen environmental #impacts and give the wrong impression that flying with KLM is sustainable. #datadrivensustainabilityclaims

💥 Last month, the Dutch airline KLM was found guilty of misleading its customers in the first-ever greenwashing lawsuit against an airline! In a short article below, Thomas van der Wijngaart, Wynne Lawrence, Gabriella Mifsud and I draw some important conclusions for the aviation industry from this judgment. #offsetting #greenwashing #climaterisk #climatelitigation #greenclaims #ESG #aviation #KLM Fossielvrij NL https://lnkd.in/drYpd2g6

Protecting and Proving. Protecting the ability for the toxic majority to keep on operating, as “sustainable shifting” is proving to be a greenwashed catastrophy. Hence, taking off the pressure for the toxic majority, all while keeping those trying and claiming in fear of being found guilty by these “extreme” standands set by toxic industry. Why even try? Why even claim sustainability? 6 of the 9 tipping points are crossed over. We are dealing in a climate emergency… yet here we have “greenwashing” being made to pay priority over the majority who is STILL ALLOWED TO PRODUCE WASTEFULLY AND TOXICALLY??? Insanity, and in my opinion.. intent to distrupt, dismantle and destroy. Hold them accountable go ahead, we who build a true sustainable system will keep building, and standing up for the planet before everything!! ALL are accountable to operate rightly for the planet first. ALL, lest .. scientifically speaking.. you choose to keep operating intently. Industry seems to like their labeling, so lets coin an accountable new one and call those who refuse to shift sustainably to be “intentwashing” !!! #planetfirst is everything! 🌍👁

Another win against greenwashing! #greenwashing The District Court of Amsterdam has ruled against the Dutch airline company for its misleading marketing, which falsely promoted the sustainability of flying. The given judgment deemed KLM's advertising as misleading and unlawful, particularly regarding their claims of commitment to Paris Agreement climate goals.  #sustainability #misleadingmarketing #climateaccountability Well done ClientEarth!

𝐍𝐞𝐰𝐬: 𝐃𝐮𝐭𝐜𝐡 𝐜𝐨𝐮𝐫𝐭 𝐫𝐮𝐥𝐞𝐬 𝐊𝐋𝐌 𝐚𝐝𝐬 ‘𝐦𝐢𝐬𝐥𝐞𝐚𝐝𝐢𝐧𝐠’ 𝐢𝐧 𝐠𝐫𝐞𝐞𝐧𝐰𝐚𝐬𝐡𝐢𝐧𝐠 𝐜𝐚𝐬𝐞 "𝒥𝑜𝒾𝓃 𝓊𝓈 𝒾𝓃 𝓬𝓻𝓮𝓪𝓽𝓲𝓷𝓰 𝓪 𝓶𝓸𝓻𝓮 𝓼𝓾𝓼𝓽𝓪𝓲𝓷𝓪𝓫𝓵𝓮 𝓯𝓾𝓽𝓾𝓻𝓮." This call to action runs through #KLM 's campaign and reflects its commitment to #sustainability. However, recent developments have shown how difficult it is for the #aviation industry to live up to these claims. The Dutch court's judgment against KLM's misleading claims about "green flying" is a key moment in the fight against greenwashing. You can find more information in this article: https://lnkd.in/dPy_hN6y #Sustainability #Greenwashing #TransparencyMatters

Just another case of #greenwashing or a bit more than that? 🤔 ClientEarth announced its participation in a legal action against KLM Royal Dutch Airlines, marking a significant win against #greenwashing. The District Court of #Amsterdam ruled KLM's #sustainability advertising as unlawful, setting a precedent in the #aviation industry. This judgment underscores the importance of transparent and truthful environmental commitments, urging industries to align their practices with genuine climate goals. The case highlights the urgent need for #decarbonization and fair competition among companies genuinely addressing the climate crisis. Read more about this landmark decision, https://lnkd.in/gsFNc9Fp

The district court of Amsterdam's recent ruling against a Dutch airline for misleading green claims underscores the critical importance of factually correct and non-deceptive environmental advertising. This landmark decision establishes a benchmark for airlines looking to promote their environmental and/or sustainable efforts and initiatives within the EU. With greenwashing now a significant concern for EU policymakers, the outcome of this case serves as a stark reminder that companies need to ensure that their sustainability statements are factually correct and should not create a wrong impression. 🔗 For a deeper dive into the implications of this judgment and the evolving legal landscape surrounding green claims, read our latest blog post below. #Greenwashing #Sustainability #Aviation #EnvironmentalClaims