Dutch take tough action against MSC greenwashing

MSC Cruises has been told to drop a number of green claims in its advertisements in the Netherlands after Dutch environmentalists complained that its advertisements come down to greenwashing.

MSC Cruises is no longer allowed to claim that it is “taking big steps to be net zero by 2050” or that liquefied natural gas is a clean shipping fuel, according to a 30 September ruling by the Advertising Code Committee. The part of shipping giant MSC Mediterranean Shipping Company SA is also no longer allowed to claim that passengers can “sail responsibly or green with” the company.

Action groups protested

The case was brought by three Dutch action groups Fossielvrij NL (‘Fossil Free NL’), Advocates for the Future and Reclamejagers (‘Advertising Hunters’). Some of their complaints, such as a request to restrict cruise advertisements in general, were rejected by the Dutch advertising body.
A spokesperson for MSC Cruises said the company has already implemented most of the recommended changes.

Tougher stance

European regulators are taking a much tougher stance on alleged cases of greenwashing in a wide range of sectors. Last year, the UK advertising regulator took more than 20 enforcement actions against greenwashing, targeting airlines, banks and car manufacturers.
Earlier this year, an Amsterdam court ruled that Dutch airline KLM misled customers by suggesting in advertisements that its flights are climate-friendly.
Cruise lines have replaced oil-based fuel with LNG, touting this switch as a greener way to travel. A study by environmentalists suggested the change could be worse for the climate in the short term.

Source: GCaptain.
Photo: Cruisefever.

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