Global consumer watchdogs warn airlines against misleading green marketing

May 27, 2025 in Business, Companies, Trade & Industry by Editor

Airlines across the globe are facing a coordinated warning from international consumer regulators over misleading environmental marketing. A powerful coalition of over 70 consumer protection agencies, operating under the umbrella of the International Consumer Protection and Enforcement Network (ICPEN), has released a joint open letter urging the aviation industry to clean up its sustainability claims.

Among the signatories is the COMESA Competition Commission, representing 21 countries in Eastern and Southern Africa. The Commission’s involvement underscores growing regional concerns about environmental transparency and consumer rights in the aviation sector, particularly as African carriers expand and modernise their fleets.

The letter, addressed to airlines and aviation companies globally, calls for an end to vague or exaggerated claims that may mislead consumers about the true environmental impact of air travel. It specifically targets the rising trend of “greenwashing,” where businesses portray themselves as more environmentally friendly than they actually are.

According to the ICPEN letter, aviation accounts for roughly three percent of global carbon dioxide emissions from human activity, a figure expected to rise with the sector’s continued growth. Yet some airlines have been found using marketing terms like “eco-friendly flying” or “climate neutral flights” without providing verifiable evidence or context.

Authorities warn that such claims can distort consumer understanding, especially when airlines rely on carbon offset programs or limited use of sustainable aviation fuel (SAF) while marketing themselves as climate-conscious. The letter states that using green imagery and aspirational slogans—such as pledging to be “net zero by 2050”—can be deceptive if not accompanied by clear explanations of what concrete steps are currently being taken to reduce emissions.

The regulators stress that environmental claims must be truthful, clear, and based on sound science. Airlines are expected to provide substantiated data that can be verified by authorities, especially when making statements about the climate impact of fuel types, offsetting projects, or onboard sustainability measures. For example, advertising a reduction in single-use plastics during in-flight service may be technically accurate, but if presented as a major environmental breakthrough, it could mislead consumers about the overall carbon footprint of flying.

ICPEN also expressed concern that passengers are often not given enough information about how offsetting schemes work, or how long it will take for those offsets to deliver their intended climate benefits. When offsetting costs are passed on to passengers, airlines must be careful not to present the purchase as if the emissions of the flight have been neutralized.

The participation of the COMESA Competition Commission gives this initiative a strong presence from Africa—a region with emerging aviation hubs and growing public demand for sustainable development. As African carriers continue to position themselves on the global stage, particularly with expanding fleets and new routes, the call for transparency in environmental marketing is both timely and relevant.

The joint letter does not introduce new laws but serves as a unified warning to the industry. Authorities make clear that enforcement action may follow if airlines fail to comply with existing consumer protection standards. The message is consistent across continents: consumers must be able to trust the green claims made by airlines, and regulators are prepared to act when that trust is abused.

In closing, ICPEN welcomed dialogue with aviation companies and stakeholders who wish to better understand the guidelines. The global network, along with its African partners such as the COMESA Competition Commission , views this as a critical step in aligning climate action with consumer rights in one of the world’s most important industries.