This ruling concerned two paid for Facebook ads by Etihad Airways seen in October 2022. 

The first claimed “… we’re taking a louder, bolder approach to sustainable aviation” in the body of the text, and “… you’ll earn Etihad Guest Miles every time you make a conscious choice for the planet … Environmental Airline of the Year for 2022 in the Airline Excellence Awards” in the accompanying video. The second claimed “… we’re taking a louder, bolder approach to sustainable aviation” in the body of the text and “… we’re cutting back on single-use plastics and are flying the most efficient planes. Flights with a smaller footprint … Environmental Airline of the Year for 2022 in the Airline Excellence Awards” in the accompanying video.

The Advertising Standards Authority (“ASA”) challenged whether the ads were misleading because they exaggerated the environmental benefits of flying with Etihad. By ruling of Apr. 12, 2023, the ASA upheld that challenge.
The CAP Code required that absolute environmental claims be supported by a high level of substantiation.

Etihad had commented that the claim “sustainable aviation” would be understood, especially in the aviation industry, as a long-term, multifaceted goal, which included their aspiration to reach “net zero” carbon emissions by 2050. However, the ads were aimed at the general public, and they did not mention Etihad’s desire to be “net-zero” by 2050 or position the claim “sustainable aviation” as a long-term aspiration.

Etihad had commented about the use of modern aircraft and flight practices to reduce emissions. However air travel continued to produce high levels of CO2 and non-CO2 emissions which were making a substantial contribution to climate change. Many of the initiatives Etihad said they were committed to delivering were targeted to only deliver results years or decades into the future. Further, initiatives such as reducing single use plastics and using more efficient aircraft were not adequate substantiation to evidence a "sustainable aviation" claim.

While steps were being taken by Etihad to reduce the environmental impact of its service, there were currently no initiatives or commercially viable technologies in operation within the aviation industry which would adequately substantiate an absolute green claim such as “sustainable aviation” as we considered consumers would interpret it in this context.

The claim therefore exaggerated the impact that flying with Etihad would have on the environment and the ads breached the Code. Etihad was told to ensure that their ads did not give a misleading impression of the impact caused by traveling with the airline and that robust substantiation was held to support them.

The ASA ruling confirms that two separate misleading‑advertising issues were investigated and both upheld.

ASA Ruling on Etihad Airways

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ASA Ruling on Etihad Airways - decision

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Area of the economy in which actors engage in identical or related activities.

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Either money or something of monetary value is transferred between two or more organisations, people or countries.

A long-lived, colourless gas, chiefly emitted from fossil fuel combustion, deforestation and cement production.

Energy derived from biological compounds that are renewable due to their short life cycle within the carbon dioxide cycle.

This sector involves activities to move goods and people, alongside the storage of products.

This sector creates and distributes information and entertainment through television, radio, print, and digital platforms.

Climate change impacts our society by disrupting the natural, economic and social systems we depend on. Physical hazards and underlying vulnerabilities can lead to increased resource competition for food and water, which can heighten the risk of conflict.

ASA Ruling on Etihad Airways - decision

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Renewable energy

Greenhouse gas

Economic sector

Finance