KLM has denied allegations that the airline’s ‘Fly Responsibly’ campaign is misleading consumers.
KLM’s denial was in response to the suit filed last month by Fossil Free, an environmental activism group that accused the airline of ‘greenwashing’ through its advertising campaigns about its sustainability efforts. Fossil Free argued that the airline was still a major source of carbon dioxide emissions and its advertisements should be stopped because they were deceptive.
In its response, KLM said the 19 advertising campaigns, including its 2019 ‘Fly Responsibly’ campaign, were not misleading, that they had been discontinued anyway and that the airline had a right to advertise, reported reuters.com.
KLM acknowledged that its flight operations caused air pollution, but it plans to decrease its emissions by using more biofuel and investing in more efficient aircraft.
"KLM may and must be able to communicate honestly about sustainability. To achieve and maintain this, it is necessary to inform and motivate those involved – including customers, employers, business partners and governments,” said the airline.
Fossil Free wants a ban on future ads and also wants the airline to issue a public retraction. In June, KLM lost a bid to have the lawsuit dismissed.
Fossil Free has questioned KLM’s commitment to reducing emissions, taking into consideration that the airline has been fighting the Dutch government’s plans to implement flight caps at Schiphol to reduce air and noise pollution.
