Greenwashing is a hot topic at the moment with the potential expansion of the EU Taxonomy to include various aspect of the transportation industry. Usually, greenwashing is something thought about when it comes to the oil and gas or finance industries, but the UK Advertising Standards Authority ("ASA") has been cracking down on misleading adverts across all sectors. 

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.