Lufthansa has been tapped for advertising in the UK

An advertising campaign in which the company touts its green initiatives suggests the world is protected after the intervention of the Advertising Standards Authority. “Consumers are being misled about the environmental impact of flying,” they say.
Lufthansa believes the wording is open to interpretation and that consumers will see it as an absolute promise about the airline’s environmental impact. The ad included a URL to the company’s Make Change Fly campaign site, and was intended to draw attention to the company’s long-term work in the area.

But Lufthansa, through advertising, has already taken concrete steps to ensure they don’t harm the environment, the ASA said.
“Today there are no environmental initiatives or commercially sustainable technologies that would allow one to say ‘one is protecting the future’, as we understand it, to interpret advertisements”.
The ASA announced in September 2021 that it would tighten its scrutiny of false green claims in advertising. They previously intervened against Oatley, Lipton and Unilever’s Persil, as well as Ryanair, HSBC, Esso and Shell.