In a landmark step for consumer protection and environmental transparency, 21 European airlines have agreed to overhaul their marketing practices.
Airlines have committed to ending the practice of fully claiming that a flight’s CO₂ emissions can be neutralized, offset, or directly reduced. This change affects claims based on a consumer’s contribution to climate protection projects or the purchase of alternative aviation fuels.
This action follows a dialogue led by the European Commission and the Consumer Protection Cooperation (CPC) Network.
Participating airlines:
The airlines that have formally agreed to introduce changes to their practices include:
Air Baltic, Air Dolomiti, Air France, Austrian Airlines, Brussels Airlines, Eurowings, Easyjet, Finnair, KLM, Lufthansa, Luxair, Norwegian, Ryanair, SAS, SWISS, TAP, Transavia France, Transavia CV, Volotea, Vueling, and Wizz Air
Commitments for transparency:
The following detailed commitments were agreed upon to ensure fairer and clearer communication:
Clarification on Offsetting: Explicitly stating that a specific flight’s CO₂ emissions cannot be fully neutralized or directly reduced by contributions to offsetting projects or alternative fuels.
Substantiating SAF: Using the term ‘sustainable aviation fuels’ only when supported by appropriate, clear clarifications and evidence.
Banning Vague Language: Refraining from using implicit environmental claims or vague “green” terminology.
Future Claims: Providing complete information on claims about future environmental performance, such as achieving net-zero emissions. This information must include clear timelines and achievable steps and specify the types of emissions concerned.
Emissions Calculations: Ensuring that any calculations related to CO₂ emissions are displayed clearly and transparently.
Scientific Evidence: Providing sufficient, accessible scientific evidence and information to back up any claims of an improved environmental impact.
Monitoring and future enforcement:
According to a press release, the national consumer protection authorities will actively monitor the timely implementation of these commitments to the timelines set by each airline. Authorities are prepared to pursue enforcement measures against any airline that fails to implement the changes correctly or has provided insufficient commitments.
To ensure a level playing field, the CPC Network will also assess the practices of other airlines operating within the Single Market and will require similar commitments where necessary.
Thought leadership:
Henna Virkkunen, Executive Vice-President, Tech Sovereignty, Security and Democracy, “This dialogue is an encouraging acknowledgement of the responsibility we share to provide consumers with truthful information and to work toward genuine improvements in reducing the environmental impact of aviation. I welcome the commitment made by the airlines to change their practices.”
Michael McGrath, Commissioner, Democracy, Justice, the Rule of Law and Consumer Protection, “Consumers are the firepower of our economy. Time and time again, Europeans have shown their readiness to contribute to a more sustainable and resilient future. It is now important that the industry match these efforts by ensuring transparency and honesty in environmental claims. Consumers deserve clear and accurate information about the true impact of air travel and the real efforts that can be made to increase sustainability.”
