A Danish court has found KLM guilty of misleading consumers through environmental advertising, fining the Dutch airline 3 million Danish kroner (approximately €401,000) for what it described as deceptive sustainability claims.
The ruling follows a complaint filed by Denmark’s Consumer Ombudsman, which argued that KLM overstated the environmental benefits of its use of Sustainable Aviation Fuel (SAF) in a marketing campaign promoting greener air travel.
Court Finds Sustainability Claims Misleading
The Copenhagen court concluded that KLM presented itself as more environmentally friendly than its actual operations justified, violating Denmark’s consumer protection and marketing rules.
The case focused on a 2023 advertising campaign broadcast on radio and Spotify in which KLM described flying with the airline as “a big step forward towards slightly more sustainable travel.” The campaign also stated that a larger share of Sustainable Aviation Fuel would be used for all tickets.
According to the court, these claims created the impression that flying with KLM had a significantly lower environmental impact than was actually the case.
SAF Represented Only One Percent of Fuel Use
The Danish Consumer Ombudsman argued that, despite the wording of the advertisements, Sustainable Aviation Fuel accounted for only around 1% of KLM’s total fuel mix at the time the campaign was running.
The court agreed that the advertising overstated the practical effect of the airline’s sustainability initiatives and could mislead consumers into believing they were making a substantially more climate-friendly travel choice by flying with KLM.
Second Greenwashing Case Against KLM
The Danish judgment follows a similar ruling issued by the District Court of Amsterdam approximately two years ago.
In that case, brought by Dutch environmental organization Fossielvrij NL, judges concluded that KLM presented an “overly rosy picture” of the environmental benefits of Sustainable Aviation Fuel, its level of SAF usage, and its carbon offsetting and reforestation initiatives.
The Amsterdam court found that while such measures may reduce aviation’s environmental impact to a limited extent, they did not justify advertising that implied air travel with KLM was sustainable.
Although the Dutch court allowed KLM to continue promoting its environmental initiatives, it ruled that any claims about sustainability or emissions reductions must be specific, factual, and capable of being substantiated.
KLM Responds to the Decision
Following the Danish ruling, a spokesperson for KLM said the airline had “taken note” of the Copenhagen court’s decision.
The case was brought by Denmark’s Consumer Ombudsman, the independent authority responsible for ensuring businesses comply with the country’s consumer protection legislation and marketing regulations.
The latest judgment adds to growing regulatory scrutiny across Europe of environmental marketing claims, as authorities increasingly require companies to provide clear evidence supporting statements about sustainability and climate impact.
