KLM and 20 other airlines commit to stop misleading green claims

Dutch airline KLM and another 20 European air carriers have committed to stopping using misleading claims about “CO2 neutral flights” or the benefits of alternative aviation fuels, following a complaint by consumer organisations.

In June 2023, European consumer group BEUC and 23 of its member organisations, including Dutch consumer authority Consumentenbond, denounced claims by 17 airlines suggesting that air travel could be “sustainable” or “green”.

After a 1.5-year investigation, the European Commission said on Friday that 21 airlines had agreed to change their practices.

The airlines, the commission said, have agreed stop saying that the CO2 emissions of a flight can be neutralised, offset or reduced by passengers’ financial contributions to climate projects elsewhere in the world, or that the use of alternative aviation fuels – not yet ready for the market – can significantly reduce the climate impact of flying.

The companies will also refrain from using vague terms about achieving climate goals in the future and provide instead clear timelines or evidence to support their claims.

The announcement followed dialogue with the EU executive led by the Dutch consumers authority ACM, together with the consumers authorities of Belgium, Norway and Spain.

Consumentenbond director Sandra Molenaar said she is pleased that the regulators have taken action following the complaint.

“They also say they will continue monitoring sustainability claims and enforce them where necessary,” she said. “This is good news for consumers, who will no longer be misled by misleading sustainability promises that suggest sustainable flying is possible.”

In March 2024, a court in Amsterdam ruled that KLM had misled consumers by making vague green claims in advertisements or exaggerating the impact of using sustainable fuels and planting trees, while such measures have a minimal effect on the impact of flying.