The Advertising Code Committee states in its ruling that the slogan “Be a hero, fly CO2 zero” is an absolute claim. KLM must be able to substantiate the claim and the airline cannot do that sufficiently, says the watchdog.
Reforestation and forest conservation projects have long been under fire as a way for companies to mathematically reduce their emissions. Nature organizations call these steps insufficient, misleading and sometimes impossible to monitor. There is also a heated debate about so-called sustainable aviation fuel. The aviation sector is investing heavily in these resources because flying electrically or flying on hydrogen is still years away.
KLM says in a response it is still studying the ruling.