UK pulls Etihad Airways’ ‘misleading’ sustainable aviation ads

Etihad Airways’ sustainable aviation ad campaign has been banned by the UK Advertising Standards Authority.

The advertising watchdog, said it misleads consumers over its sustainability credentials.

The ads promoted a ‘louder, bolder approach to sustainable aviation’, and flying Etihad was a ‘conscious choice for the planet’.

The ASA claimed the ad text ‘exaggerated the environmental benefits of flying.’

“We noted steps were being taken by Etihad to reduce the environmental impact of its service,” the ASA said.

“[However], there were currently no initiatives in operation within the aviation industry which would adequately substantiate an absolute green claim such as ‘sustainable aviation.’

“We concluded, therefore, that the claim exaggerated the impact that flying with Etihad would have on the environment.”

Etihad is not the first airline penalised by the ASA.

The ASA recently banned an ad campaign by Lufthansa for a similarly misleading message.