Environmental campaigners are suing the Dutch airline KLM over “greenwashing” adverts they say misleadingly promote the sustainability of flying.
Lawyers from ClientEarth are supporting Fossielvrij NL, a Netherlands-based campaign group, to bring a claim that KLM’s ad campaigns give a false impression of the sustainability of its flights and its plans to address its impact on the climate.
“KLM’s marketing misleads consumers into believing that its flights won’t worsen the climate emergency. But this is a myth,” said Hiske Arts, a campaigner at Fossielvrij NL.
“Unchecked flying is one of the fastest ways to heat up the planet. Customers need to be informed and protected from claims that suggest otherwise.”
Activists from Fossielvrij NL submitted a pre-action letter to Air France KLM, KLM’s parent company, during its AGM in Paris on Tuesday. Their legal action takes aim at KLM’s “Fly Responsibly” campaign, which presents the airline as “creating a more sustainable future”.