London Bans Lufthansa Ads With Misleading Environmental Claims | outside

The advertisement, which aired in June, shows the nose of the aircraft in full flight, with the lower half of the aircraft replaced by a hemisphere. The picture was attached to the message “Connecting the World… Protecting the Future”.

“Consumers can likely take the message as though Lufthansa has already taken significant mitigation measures to ensure that the company’s environmental impact is not as harmful,” says the ASA.

The advertising watchdog notes that air travel “results in high emissions of carbon dioxide and other substances that contribute significantly to climate change.” Lufthansa’s efforts “will pay off only in a few years or decades”. Society wants to be climate neutral by 2050 and wants to cut carbon dioxide emissions in half by 2030 (compared to 2019 emissions). Going forward, the German company will have to ensure that “future environmental claims have a clear basis and do not give a misleading impression,” according to the regulator.

In response, Lufthansa said it “regretted” that the advertisement “may have created a misleading impression”. In the monitoring measures, the Germans indicated that the publicity could not be seen as an “absolute promise”, but rather as a way to “get people on the website to make them aware of the climate issue”.

See also: From 2024 double beds in Lufthansa aircraft