Airlines Face Increasing Greenwashing Challenges

On September 27, 2023, KLM Royal Dutch Airlines filed a request with the Amsterdam District Court, asking it to dismiss a greenwashing suit brought by environmental activist groups. According to a statement by ClientEarth, which represents the groups, in 2019 KLM dropped its “Fly Responsibly” advertising campaign after the groups filed a petition but the carrier did not address carbon offset marketing claims or make any commitments about future advertising.

The motion follows the Court's decision in July, pursuant to which Dutch environmental groups Fossielvrij and Reclame Fossielvrij were granted permission to bring a class action lawsuit based on their complaint against KLM Royal Dutch Airlines for violating the European Unfair Consumer Practices Directive. KLM's ‘Fly Responsibly' campaign was comprised of 19 advertisements promoting its use of sustainable aviation fuel, reforestation and onboard changes to reduce its carbon footprint. The Dutch carrier opposed the