The Danish Consumer Ombudsman has reported the airline KLM to the police for allegedly making misleading advertising claims in a 2023 radio advertisement. In the advertisement in question, KLM claimed to be taking a significant step towards more sustainable travel by using 1% sustainable aviation fuel (SAF) in all tickets and offered customers the opportunity to purchase additional SAF.
The Ombudsman’s Office considers this statement to be misleading, as the use of 1% SAF does not make a significant contribution to reducing the negative impact of aviation. The advertising created the impression that sustainable aviation fuel has a greater impact than is actually the case. In addition, the information provided to consumers was unclear and inaccurate, which violates Danish Marketing Act.
Danish law requires companies to formulate their sustainability claims clearly and precisely to avoid deception. In the event of a violation, fines may be imposed, which can be increased if the claims significantly influence consumer decisions. The case underlines the growing legal scrutiny of misleading advertising claims in the area of sustainability.