Airlines around the world have been warned against using vague or unsubstantiated environmental claims in their marketing, following a joint statement issued by Belgium’s Economic Inspectorate and consumer protection regulators from 16 other countries.
The open letter urges the aviation industry to ensure that all sustainability-related claims are “truthful, clear and accurate.”
The warning comes as part of a wider crackdown on greenwashing — the practice of presenting products, services, or operations as more environmentally friendly than they actually are — within the aviation sector.
The initiative was spearheaded by the International Consumer Protection and Enforcement Network (ICPEN), a global alliance of more than 70 consumer protection authorities.
In the open letter, regulators stressed that general terms such as “green” or “sustainable” must be avoided unless accompanied by clear definitions and scientific backing.
They also cautioned against the use of imagery such as leaves or trees that could give consumers the impression that flying is environmentally harmless.
“Especially in a sector like aviation, which weighs heavily on the climate, it is essential that companies base their communications on facts, not green marketing pitches,” said Rob Beenders, Belgium’s Minister for Consumer Protection (Vooruit), in a press release.
“Those who claim sustainability must be able to back up those words with transparency and evidence.”
The letter recommends that airlines prioritise factual information about current efforts to reduce emissions rather than relying on vague future promises. It also urges companies to provide context, explaining any limitations or trade-offs in their sustainability strategies.
This latest development follows an earlier investigation by the European Commission and national consumer authorities into the environmental claims of 20 European airlines, including Brussels Airlines.
That inquiry, launched over a year ago, identified potentially misleading advertising and resulted in initial sanctions. However, the broader investigation remains ongoing.
The aviation industry, which contributes approximately 3% of global carbon dioxide emissions, has long faced scrutiny over its environmental impact.
In addition to CO2 emissions, aircraft release other greenhouse gases and produce contrails that contribute to atmospheric warming.
The regulators behind the letter represent a broad coalition from Africa, Europe, and South America, indicating growing international consensus on the need for stricter oversight of environmental marketing.
Although the open letter does not impose new penalties or regulations, it serves as a clear warning to the aviation industry. Regulators are expected to monitor compliance and take further action where necessary.
Consumer groups have welcomed the move, saying it will help travellers make informed choices. “This is a strong message to airlines: if you want to promote green initiatives, make sure they’re real and provable,” said Helena Van Damme, spokesperson for Belgium’s consumer rights watchdog Test-Aankoop.
With public awareness of climate change on the rise, regulators say they are committed to ensuring that environmental claims reflect reality — not wishful thinking.
