ICPEN urges airlines to ensure accuracy in environmental marketing
NAIROBI, Kenya, May 28 – The International Consumer Protection and Enforcement Network (ICPEN), comprising over 70 global consumer protection authorities, has issued a joint open letter advising airlines to align their environmental marketing with consumer protection laws.
The move comes amid rising scrutiny over “greenwashing” in aviation, an industry responsible for around 3 percent of global carbon emissions.
In the letter, dated May 2025, ICPEN calls on aviation sector players to ensure that environmental claims in marketing materials are truthful, evidence-based, and not misleading.
Airlines are urged to avoid vague or exaggerated statements such as “green” or “climate neutral” unless they can be substantiated with clear data and proper context.
“Claims about sustainable fuels or carbon offsetting should not create a misleading impression about the environmental impact of flying,” the letter notes, warning that statements like “eliminate your emissions – offset your travel” could confuse consumers about the true impact of air travel.
Key concerns highlighted in the letter include vague and general environmental claims that lack context or specifics, overstatements of minor sustainability initiatives (e.g., reducing plastic use) that have limited impact on overall emissions and carbon offset programs presented without transparency or sufficient detail.
ICPEN encourages airlines to present environmental claims in a clear and measurable way, supported by verifiable evidence and relevant to the airline’s full operations.
Any use of SAF or carbon offsetting must reflect a genuine impact, not just marketing spin.
The letter closes by inviting airlines and stakeholders to engage with ICPEN for further dialogue.
Authorities from regions including Europe, Africa, Asia-Pacific, and Latin America endorsed the document.
This directive comes amid growing regulatory and public pressure for transparency in climate-related marketing.
