The Advertising Standards Authority (ASA) of the United Kingdom banned a Google Network advertisement by low-cost carrier Wizz Air that promoted the company as «one of the most green options in air travel.» The ASA determined that the ad violated its code by failing to provide clear information supporting the claim about the airline’s carbon footprint.
In response, a spokesperson for Wizz Air stated that the airline «is committed to transparency and never exaggerates its environmental claims, ensuring they are always backed by solid and factual data.»
Additionally, in it’s official response to the regulatory body, the ultra-low-cost airline highlighted that it operates «the youngest and most carbon-efficient fleet in Europe, with an average age of 4.3 years and emissions of only 52 grams of carbon dioxide per revenue passenger-kilometer (CO2/RPK),» claiming that this has been independently verified to support its accuracy. They further noted that this is complemented by their fleet modernization plan with A321neo aircraft, which offer a 10% reduction in fuel consumption, a 20% improvement in per-seat efficiency, and a 50% reduction in noise. At the same time, they are advancing with the use of sustainable aviation fuels to reach the 10% threshold by 2030.
However, despite this, the ASA stated that «while we acknowledged that Wizz Air had based its claim on the type of aircraft they used and the carbon emissions per passenger measured in CO2/RPK, this was not indicated in the advertisement. Furthermore, the ad did not include information that would allow consumers to understand the comparison,» and «because the ad did not clarify the basis of the claim or provide verifiable information, we concluded that it breached the Code.»
This incident occurs in a broader context of scrutiny towards airlines and their ‘greenwashing’ practices in Europe. In April 2024, the European Commission and national consumer protection authorities initiated actions against 20 airlines for possible misleading practices related to environmental claims, particularly those linked to CO₂ offsetting and the use of sustainable aviation fuels.
Moreover, in June 2023, 23 consumer groups from 19 countries filed a complaint with the European Commission accusing 17 airlines of «greenwashing» practices, alleging that they used terms like «sustainable» and «responsible» in a misleading way in their advertising.
The European Union has intensified its efforts to combat «greenwashing» through the adoption of the «Directive to Empower Consumers for the Green Transition» and the proposal of the «Green Claims Directive,» which aim to establish clear requirements for substantiating environmental claims and protect consumers from unfair commercial practices.
This growing scrutiny reflects the importance of companies, especially in the aviation sector, being transparent and accurate in their communications about sustainability, avoiding unfounded claims that could mislead consumers. However, there is also a lack of fair recognition for the efforts the aviation industry is making to achieve goals related to sustainable aviation fuels or carbon neutrality by 2050.
