EasyJet’s claim in a French press ad that it doesn’t “teach lessons, we offset our emissions" and "From 2019 we are offsetting our carbon emissions from the fuel used on all our flights by supporting environmental projects” attracted a complaint. Find out if the message was in line with the country’s advertising standards here.
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EasyJet offsets its carbon emissions from the fuel used on all its flights by investing in forest conservation and renewable energy projects that meet certain international labels, including VCS.
The ad claims however that “we offset our emissions” and while website clarifies the situation, many consumers would interpret this as the company offsetting all emissions as represents only a part of the company’s total emissions. The French regulator determined that this advertisement was likely to mislead the public.
Read the full ruling here.
The Global Guidance on Evironmental Claims offers marketers a selection of case studies that ilustrate the contents of the guidance with real life examples. See full list here.