KLM denies greenwashing, asks court to reject ad restrictions
(Reuters) — Airline KLM denied having misled consumers with advertisements, including its “Fly Responsibly” campaign, and asked a Dutch court to reject a suit brought by environmental activists, according to a filing reviewed Thursday by Reuters.
The Sept. 27 filing in Amsterdam District Court is KLM's formal response to a closely watched suit brought by environmental group Fossil Free seeking to prevent the airline from advertising about its sustainability efforts. The group argues all such ads are misleading greenwashing, given that flying is still a major source of carbon dioxide emissions.
In its response, KLM said the 19 advertisements in the suit, including its 2019 “Fly Responsibly” campaign, were not misleading, that they have now been discontinued anyway, and that it has a right to advertise.
“KLM may and must be able to communicate honestly about sustainability,” it said.
KLM, the Dutch arm of Air France-KLM, acknowledges that its operations cause pollution but says it plans to reduce emissions by using more biofuel and buying more efficient aircraft.
“To achieve and maintain this, it is necessary to inform and motivate those involved,” including customers, business partners and governments, it said.
In June, the airline lost a bid to have the suit dismissed. Fossil Free is seeking a public retraction and ban on future ads.
Fossil Free campaign leader Hiske Arts said the organization was reviewing KLM's response ahead of a Dec. 19 court hearing. A verdict is expected in February.
