Etihad Airways’ ‘sustainable aviation’ ads banned in UK
Advertising Standards Authority rules ads misled consumers about the environmental impact of flying
The United Arab Emirates (UAE) national carrier, which has an extensive marketing strategy that includes sponsorship of Manchester City Premier League team including stadium naming rights, ran two Facebook adverts promoting its green credentials.
Acknowledging the impact flying has on the environment, the ads promoted the airline’s “louder, bolder approach to sustainable aviation”, including pushing the idea that choosing Etihad was a “conscious choice for the planet” and promoting initiatives such as cutting back on single-use plastic cutlery.
However, the ASA said that, under UK marketing regulations, absolute environmental claims such as “sustainable aviation” must be backed up by a high level of evidence.
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