Law firm Reed Smith on Tuesday (23 July) shared comments by its lawyer Voirrey Davies on greenwashing claims in the shipping industry, relating to UK Advertising Standards Authority recently upholding a complaint about an ad by a cruise company in the digital edition of a national newspaper: 

Greenwashing has become a prominent issue, especially with the EU Taxonomy’s possible extension to cover various segments of the transportation industry. While greenwashing is typically associated with the oil, gas, and finance sectors, the UK Advertising Standards Authority (ASA) is now focusing on misleading advertisements across all industries, including shipping.

Hurtigruten – the Norwegian expedition cruise company – released an advert saying that they were the “leaders in sustainable expeditions” and it was the use of the word “sustainable” that resulted in them falling foul of the ASA. What Hurtigruten meant is that their cruises have a relatively low impact when compared to other cruise lines, which is probably true, but there was nothing to indicate in the advert that this claim of sustainability did not include flights.

However, the ASA said that this was not specific enough as it gives the misleading impression that the entire holiday package was “sustainable” and the measures Hurtigruten had put in place to reduce their environmental impact were insufficient to support an absolute “sustainable” claim.

The ASA and other regulatory authorities are keen to ensure that the understanding by consumers of the meaning of words, such as ‘sustainable’ or “green energy’, is clear and are maintaining a sharp watch on any company making such claims, whether they be an energy company, a private equity fund or indeed a cruise line.

As regulatory bodies like the ASA tighten their scrutiny, it becomes crucial for companies across all sectors to ensure their sustainability claims are clear, accurate, and fully substantiated.

Note: ASA’s ruling on the complaint involving Hurtigruten UK Ltd can be read here.

Source: Manifold Times