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…
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?
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