Airlines warned over misleading “greenwashing” claims

The Belgian Economic Inspectorate, together with consumer watchdogs from sixteen other countries, has issued a formal warning to airlines over misleading environmental claims. In an open letter, they urge the aviation sector to ensure all sustainability statements are “truthful, clear, and accurate.”

The warning comes more than a year after the European Commission and national consumer authorities called out twenty airlines – including Brussels Airlines – for potentially misleading advertisements related to environmental performance. The ongoing investigation targets so-called “greenwashing,” where companies exaggerate their environmental friendliness.

The letter calls on airlines to use clear, detailed, and scientifically supported claims. Vague terms such as “sustainable” or “green” should be avoided unless properly explained. Similarly, symbols like leaves, trees, or green logos must not create a false impression.

“In a sector like aviation, which has a heavy impact on the climate, it is essential that companies base their communication on facts, not green marketing talk,” said Consumer Protection Minister Rob Beenders (Vooruit). “Anyone claiming to be sustainable must be able to back those words up with transparency and evidence.”

The aviation industry is responsible for around 3% of global CO2 emissions, along with other warming effects not directly tied to CO2. The open letter is signed by regulators from countries across Africa, Europe, and South America and was initiated by the International Consumer Protection and Enforcement Network (ICPEN), a global coalition of over seventy consumer protection authorities.