The Advertising Standards Agency has banned another green virtue signalling ad, this time from Lufthansa (as below).

For background to advertising law see my mini guide here.

In short adverts need to not mislead consumers. Here the ASA felt that the ad was untrue and misleading in that it purported to show the airline was not making an impact on the environment.

It said consumers would view the ad as a claim that Lufthansa had already taken “significant mitigating steps” to ensure that the net environmental impact of its business was not harmful.

“Many of these initiatives [are] targeted to deliver results only years or decades into the future,” the ASA said. “We also understood that there were currently no environmental initiatives or commercially viable technologies in the aviation industry which would substantiate the absolute green claim ‘protecting its future’, as we considered consumers would interpret it.”

Source: The Guardian

The Banned Lufthansa Advert