Ryanair’s green claims criticised by ASA
impact of aviation on the environment. In a press campaign the airline claimed
the airline industry “accounts for just 2% of CO2 emissions”. The Advertising
Standards Agency (ASA) ruled it breached rules on truthfulness by not explaining
the figure was based on global rather than UK emissions.
it would continue to use. Ryanair claim that aviation made up 2% of CO2 emissions
was based on global carbon dioxide emissions, the ASA said. The UK government
figures for domestic and international flights leaving the UK, put the figure
at 5.5%. “Because Ryanair had failed to make the basis of the 2% figure quoted
in the ad sufficiently clear, it was likely to mislead,” the ASA said. The watchdog
launched its investigation after receiving 34 complaints from the public. The
European Environment Agency’s executive director, Professor Jacqueline McGlade,
welcomed the ruling, saying that Ryanair had sought to “trivialise” the impact
of aviation on the environment. It is the second time this year that the carrier
has got into trouble for misleading environmental claims.
In January it conceded, following a BBC investigation, that a claim it had cut
its CO2 emissions by half in recent years was “a mistake”. The ASA ruling is
not just a slap in the face for Ryanair but a blow for IATA, the international
trade body for the airlines, which recently encouraged all airlines to use advertisements
featuring the same statement. (BBC 18.7.2007 and AirportWatch press release)