KLM fined millions for greenwashing in radio advertising

A Danish court has fined KLM DKK 3 million (€400,000) after ruling that one of the airline’s radio advertising campaigns gave a misleading impression of the environmental benefits of flying with the carrier.

The case centred on a 2023 advertisement broadcast thousands of times on Spotify and Danish radio stations, which promoted KLM’s use of sustainable aviation fuel (SAF) and encouraged passengers to purchase additional SAF contributions when booking flights.

The Consumer Ombudsman argued that the advert suggested flying with KLM was more environmentally friendly than was actually the case, in breach of Denmark’s marketing laws. The Copenhagen City Court agreed, imposing the fine sought by prosecutors.

KLM had argued that the campaign was intended to provide factual information about its efforts to reduce aviation’s environmental impact and sought acquittal. Following the ruling, the airline said it was disappointed with the verdict and would review the court’s decision before determining whether to appeal.