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Austrian airlines cited using misleading sustainable fuel ads

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image: Yuichi Yamazaki (iStock by Getty Images)

With the worsening state of the planet’s climate, many people are starting to consider their impact on the environment in their daily lives and purchasing decisions. Countless businesses see this trend or comply with the new regulations is beginning accelerate their transition for environmentally sustainable or carbon-free operations. However, it is not entirely surprising that some companies are exaggerating their positive impact. The Austrian airline has been criticized for misleading consumers about the use of sustainable fuel.

The Austrian Advertising Council has ruled that a recent Austrian advertising campaign Aairlines was misleading, as reported by Simple Flying. The campaign promoted 100% sustainable fuel flights between the Austrian capital Vienna and Venice in Italy. Flights were paired with train tickets to Vienna Airport and free admission to the Biennale cultural exhibition in Vienna.

The misleading part of the ad is the claim that the flights will use 100% sustainable aviation fuel. Currently, it is not possible to operate a commercial aircraft on 100% sustainable aviation fuel. Major aviation regulators around the world, including Federal Aviation Administrationstipulates that current commercial aircraft can only use up to 50% of sustainable fuel in a blend with conventional A-1 jet fuel.

The Austrian Advertising Council’s decision states:

“In a time when sustainability and climate protection are of particular concern to the public, transparent, clear and responsive communication is especially necessary. Since this topic can be misleading when flying is not climate-appropriate, but is not (yet) feasible, a more sensitive design and, above all, a more precise formulation regarding the advertising theme is recommended. recommended. “

Austrian Airlines, a Lufthansa Group airline, stated in its defense that ticket purchases would contribute to the airline’s investment in sustainable aviation fuel as a direct offset for the conventional fuel necessary for the flight. The carrier also said that it will be more sensitive when advertising going forward and that Lufthansa Group offers options to individual passengers to make their flights carbon-neutral.

It’s good that businesses are being held to account for claiming laurels in sustainability that they have yet actually to earn. No matter on what topic claims may be made misleading advertising will always be misleading advertising.

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