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Truth in Advertising

That Was The Week That Was 04-08 December

You have really got to admire the advertising departments of airlines.  For a decade now, a decade! they have been rolling out advertisements that talk up their employers’ – or clients’ – attempts to sell an environmentally friendly sustainability story.  All cuddly and nice, the airlines want you to fly sustainably. 

As long ago as 2014 – remember 2014? – we met the word ‘greenwashing’ when Richard Branson – remember Richard Branson? – was taken to task for promising to deliver $3 billion to save the planet, and actually delivering $230 million.  How exotic the neologism greenwashing seemed then.  How trendy, how now, how hip, how fun.  Whoops.

Since then, advertising standards regulators, environmentalists, courtscourts! – have consistently ruled against the sustainability claims airlines make.  You would almost be tempted to see a pattern here.  The most recent ruling was this week, the week that was.  Air France, Etihad and Lufthansa were all ruled off-side by the UK Advertising Standards Authority.  If you have to have a job, you might do worse than work for an organisation that regulates the standards of advertising.  How hard can that be?  Even pilots have to pay attention sometimes.  So how egregious must the advertisements be to fall foul of the advertising industry’s standards?

Let’s not get into a complex semantic discussion about what words might actually work – angels on the head of a pin territory – instead, what the airlines should do is accept defeat gracefully by doing a Trump (yes, intended irony there).  The airlines should double down.  The advertising standards bodies want the truth.  Can they handle the truth? 

The airlines should give them the truth.  It is time to change tack.  Let’s tell it like it is:

  • Are we forcing you to fly?
  • If the world is burning up, it is not just Grandma you should rush to catch up with
  • What are you going to do – Swim?
  • Yeah, sure, emissions, but hey! Short break!
  • OK, we emit, but we get you there quite quickly
  • OK, we emit, but then again, so do you
  • Who does not like a holiday away from the usual rubbish?
  • What is the point of being in the world’s top 10% if you do not flaunt it?
  • Flying with us is soooo much more environmentally responsible than flying privately
  • See the world while you still can

This is an invitation to unleash your inner advertising executive.  So, go for a four-hour lunch and when you get back to the office, give it a go.  All suggestions very welcome.

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