The misleading portion of the ad was the statement that flights would use 100-percent sustainable aviation fuel. It isn’t currently possible to operate a commercial airliner on 100-percent sustainable aviation fuel. The world’s major aviation regulatory bodies, including the Federal Aviation Administration, mandate that current commercial aircraft can only use at most 50 percent sustainable fuel in a blend with conventional Jet A-1 fuel.

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The Austrian Advertising Council’s decision stated:

“In times when sustainability and climate protection are given special attention by the population, transparent, clear and sensitive communication is particularly needed. Since the subject could be misleading with regard to climate-neutral flying, but is not (yet) possible, a more sensitive design and, above all, more precise formulation regarding the advertising subject is recommended.”

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Austrian Airlines, a Lufthansa Group airline, stated in its defense that ticket purchases would contribute to the airline’s investment in sustainable aviation fuel as a direct offset for the conventional fuel necessary for the flight. The carrier also said that it will be more sensitive when advertising going forward and that Lufthansa Group offers options to individual passengers to make their flights carbon-neutral.

It’s good that businesses are being held to account for claiming laurels in sustainability that they have yet actually to earn. No matter on what topic claims may be made misleading advertising will always be misleading advertising.