Lufthansa’s Eco Ads Banned In The UK After Being Ruled As ‘Misleading’

Advertisements by Lufthansa claiming it was “connecting the world” and “protecting its future” will no longer be allowed to be displayed in the United Kingdom, as the Advertising Standards Authority (ASA) has ruled it as misleading to consumers.

The advertising watchdog recently said that the German airliner had given travelers a false impression of the environmental impact flying had, though the company argued its slogan was “open to interpretation” and should not be viewed as an “absolute promise.”

Instead, Lufthansa argued that the poster—which depicted half of a plane and half a globe with the statement in question—was meant to address efforts required to reduce the carbon emissions of flying.

It explained that the link on the campaign, which would send consumers to its Make Change Fly website on sustainability measures, would help consumers be more aware of what the company was doing to decrease its carbon footprint.

In addition, the airline said that the claims were made based on its future goals, in which the firm has pledged to become carbon-neutral by 2050 and halve all of its emissions by the end of this decade.

It appears the ASA did not agree, citing that Lufthansa was referencing initiatives that would “deliver results only years or decades into the future,” and “there were currently no environmental initiatives or commercial viable technologies” in the industry do as the advertisement promised.

As far as consumers in the UK are concerned, they’ll no longer be seeing the campaign. If the company wishes to highlight its contributions so sustainability, it’ll have to follow guidelines to provide “clearer and better substantiated environmental claims in the future.”

Miles Lockwood, Director of Complaints and Investigations at the ASA, told The Guardian that because climate change is such a “key and enduring issue,” advertisers in sectors known for high carbon emissions, such as flying, should not be allowed to make claims without robust evidence.

[via The Guardian and Bloomberg, images via Lufthansa Group]