Lufthansa claims in their advertising that they protect the world is incorrect according to the British “advertising ombudsman” ASA, and is in breach of their marketing rules. Text: Janne Sundling
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.
“Passionate beer ninja. Extreme problem solver. Thinker. Professional web fan. Avid communicator. Hardcore troublemaker.”
More Stories
UK's first freight locomotive with ETCS modules begins dynamic testing
Refugees arrested in UK – to be sent to Rwanda
Review from Rwanda: “We introduce different types of asylum seekers”