The Advertising Standards Authority (ASA) is the UK’s regulator for advertising. A few weeks ago I wrote about how Lufthansa was in trouble for a “green” ad campaign that it ran. Etihad is now finding itself in a similar situation…
In this post:
UK bans Etihad’s “sustainable aviation” ads
The ASA has ruled that Abu Dhabi-based Etihad Airways has been misleading consumers in the UK about the environmental impact of flying, with its ads about sustainable aviation. Specifically, Etihad ran a couple of marketing campaigns on Facebook, intended to highlight the carrier’s environmental initiatives.
Here’s how the ASA describes two of Etihad’s ads that appeared in the UK:
a. Text stated, “We understand the impact flying has on the environment. That’s why we are taking a louder, bolder approach to sustainable aviation”. An accompanying video showed an Etihad plane flying. Then on-screen text stated, “With Etihad you’ll earn Etihad Guest Miles …” above an image of a card with a plant coming out of it. The card had the text, “ETIHAD GUEST CONSCIOUS CHOICES”. An image of the world appeared, above on-screen text that said, “… every time you make a Conscious Choice for the planet”. An image of the world was shown quickly passing by. On-screen text said, “Environmental Airline of the Year for 2022 in the Airline Excellence Awards”. This was beneath an image of a golden rosette with the text in the middle which said, “Airline Ratings ENVIRONMENTAL AIRLINE OF THE YEAR ETIHAD AIRWAYS 2022”.
b. This ad included the same text as ad (a). An accompanying video showed an Etihad plane in flight. On-screen text said, “At Etihad, we are cutting back …”. Then an image of a tray and cutlery was shown. On-screen text in the middle of the tray said, “… on single-use plastics … and are flying the most modern and efficient planes. Flights with a smaller footprint”. An image of a golden rosette was shown with text in the middle which said, “Airline Ratings ENVIRONMENTAL AIRLINE OF THE YEAR ETIHAD AIRWAYS 2022”. On-screen text beneath that said, “Environmental Airline of the Year for 2022 in the Airline Excellence Awards ETIHAD AIRWAYS Discover more at etihad.com/sustainability”.
Admittedly airlines run ads like this around the globe, so why is this an issue in the UK? Well, laws in the UK require that absolute environmental claims be supported by a high level of substantiation, and the ASA feels that’s not the case here.
The ASA claims that Etihad is “exaggerating the environmental benefits of flying” with the airline. Meanwhile Etihad argues that what’s highlighted in ads isn’t intended to be seen as an “absolute solution” to the environmental impact of flying, but rather is supposed to be part of a “long-term and multifaceted process,” as part of the goal of reaching net zero carbon emissions by 2050.
In response, the ASA argues that the average consumer wouldn’t know about this being a long-term goal, and nowhere in the ads does it mention the goal of net zero carbon emissions in 25+ years.
Here’s what the ASA ultimately concluded:
While we noted steps were being taken by Etihad to reduce the environmental impact of its service, we understood that there were currently no initiatives or commercially viable technologies in operation within the aviation industry which would adequately substantiate an absolute green claim such as “sustainable aviation” as we considered consumers would interpret it in this context.
My take on Etihad’s banned ads
Nowadays airlines spend a lot of time talking about the environment. While that’s better than nothing, ultimately it sometimes seems like more effort is put into talking about initiatives that might be undertaken in the future, rather than talking about what’s already being done.
I think it’s totally fair for the UK to hold airlines accountable for these kinds of ads. You see so many airlines trying to suggest that flying with them over a competitor is a choice that’s good for the environment, and then you have consulting firms trying to profit off of handing out awards for being the “environmental airline of the year,” which seems absurd. So personally I’m supportive of a government holding airlines accountable in this way.
Bottom line
Etihad Airways’ environmental ads have been banned in the UK. These ads claimed that Etihad offers “sustainable aviation,” but authorities in the UK found this absolute claim to be unsubstantiated and misleading.
With the ASA having now taken action against two airlines, I think other airlines might be a bit more careful with their advertising in the UK.
What do you make of the ASA labeling Etihad’s ads as misleading?
The airlines do not really care about the environment. They care about their profit margin more. They are trying to "cut back" and get away with it by talking about it being "green" etc. Good move to hold any company accountable for what they claim.
Etihad won the fricking award! It’s an award that Etihad made the commercial for. A bit sensitive to me but the Brits are very serious about the environment.
And yet Lufthansa has eco virtue signaling in massive letters all over the side of their A350s.
The agenda is clearly to make burning carbon something that only the rich can afford and they do and will. Everyday people continue to see their energy costs soar because the half baked plans for green energy don’t come close to meeting the world’s or even Europe or the UK’s energy needs.
Let us know how...
And yet Lufthansa has eco virtue signaling in massive letters all over the side of their A350s.
The agenda is clearly to make burning carbon something that only the rich can afford and they do and will. Everyday people continue to see their energy costs soar because the half baked plans for green energy don’t come close to meeting the world’s or even Europe or the UK’s energy needs.
Let us know how the Middle East airlines and their countries think about green energy. But don’t ever forget that they can put the world in the dark in a heartbeat
While I think that the initiative and ideas behind this are good and noble over the long term, I do not think from a marketing perspective that it affects the choice of an airline for 99% of the consumers out there.
Further, there should be studies on hotel "green objectives" and how much of it is purely marketing over reality. Or worse, veiled as cost cutting. I don't know, but I wonder, says someone who despises low pressure toilets and showers.
You should watch John Oliver's piece on corporate "green" initiatives and carbon offsetting. I'm not a big fan, but it's a great piece and gives real insight into how much BS most of them are. Airlines are heavily mentioned. You can watch it on YouTube.
It's all BS and virtue signaling anyway. Whatever tiny gain is made by these well publicised moves will be more than offset negatively by the various ungreen things that the PRC is up to.
As the world goes further and further LEFT, companies are starting to prioritise their advertising on matters like diversity and saving the environment, when in reality if they focussed on their actual product, service and route network it would actually make the REAL difference they are looking for..
Why do you (stupidly) presume the two concepts to be mutually exclusive? ...they aren't.
@Heathrow_LHR: Perhaps you missed the end and most important part of Charles' comment: "if they focussed [sic] on their actual product, service and route network it would actually make the REAL difference they are looking for".
@XPL, seems pretty clear Heathrow is asking why Charles thinks focusing on diversity and focusing on product are mutually exclusive.
I'd agree with that question's narrative, BTW.
Seems to be going heavily far right wing here in the states. Ludicrously stupid.
Perfect! A similar case was in The Netherlands with KLM.