Lufthansa, Air France-KLM, and Etihad all had ads banned by England’s Advertising Standards Authority due to misleading impressions about their environmental impact.
The ASA is using Artificial Intelligence to search for online ads that break its rules on sustainability, as part of its enforcement work around climate change and environmental claims.
Lufthansa’s Google ad claimed “Fly more sustainably,” but the ASA ruled that it did not clarify how this claim worked in practice, leading to its removal.
Air France-KLM’s ad for a Manchester-Bangkok flight claimed to offer sustainable travel, but the ASA found it unsubstantiated and in breach of the code.
Etihad’s ad mentioned “environmental advocacy” which they agreed to remove following the ASA’s intervention, but no evidence of such advocacy was provided.
The ASA’s actions aim to combat deceptive environmental claims, allowing consumers to make more informed decisions regarding the environmental impact of their travel.
