Etihad Airways accused of greenwashing for promoting commitment to net-zero by 2050
An Australian ‘flight shaming’ group has accused Etihad Airways of greenwashing by claiming it will be carbon-neutral by 2050.
Slogans depicting Etihad Airways as an environmentally responsible airline have raised the ire of an Australian “flight shaming” group, resulting in accusations of greenwashing to the consumer watchdog.
The Environmental Defenders Office is representing Flight Free Australia in the matter, which stems from digital advertising displayed during an A-League football match in Melbourne.
Messages such as “flying shouldn’t cost the earth” and “net-zero emissions by 2050” appeared at a February 15 game alongside the Etihad logo, which the FFA said implied the airline did not have a significant environmental impact.
Flight Free pledger Alex Mungall said the complaint to the Australian Competition & Consumer Commission also alleged Etihad had no credible path to net-zero in place.
“Instead (Etihad) is talking up emissions reduction initiatives that are not technologically, practically or economically feasible,” said Mr Mungall.
“Greenwashing undermines trust in climate action (and) we call on Etihad to withdraw their sustainability claims.”
The Abu Dhabi-based airline operates daily return flights to Sydney and Melbourne and has been one of the most vocal proponents of net zero emissions by 2050, even naming one of their aircraft “Sustainability 50”.
Etihad was also the first airline to introduce rewards for passengers in the form of loyalty program points, for making sustainable choices such as carrying less baggage on-board and offsetting flights.
Environmental Defenders Office senior solicitor Zoe Bush said research showed most people wanted to reduce their emissions and make sustainable choices, making them vulnerable to greenwashing.
“When a company makes false claims about its climate credentials it gains a competitive advantage by misleading people and exploiting their desire to do the right thing,” Ms Bush said.
“We’ve pored over Etihad’s public documents and found insufficient evidence that it intends or reasonably expects to reach net zero by 2050.”
In response, Ms Bush said they were asking the ACCC to investigate whether Etihad had engaged in misleading or deceptive conduct in the commissioning of its advertising.
The broader airline industry led by the International Air Transport Association has committed to net-zero carbon emissions by 2050 through technological advances in aircraft and alternative fuel sources.
Everything from green hydrogen and electric powered aircraft to fuel made from biological waste is being explored in partnership with manufacturers and oil companies.
However, high-ranking executives such as Emirates’ president Sir Tim Clark have conceded the task will be incredibly difficult and take “trillions and trillions of dollars” to achieve.
An Etihad spokesman said the airline ran a comprehensive research, development and innovation program to address aviation decarbonisation and was committed to achieving net zero emissions by 2050.
“Etihad has also committed to a 20 per cent reduction in emissions intensity by 2025,” he said.
“Our ambition is to reduce the impact of aviation on the environment, and we continue to explore and test all possible ways to decarbonise – from research into sustainable aviation fuels and contrail avoidance to offsets and reforestation through the Etihad Mangroves.”
An ACCC spokeswoman said the commission did not comment on specific investigations, but confirmed greenwashing was a priority.
“We are currently examining a number of concerns about greenwashing involving a range of industries,” she said.
Powers available to the ACCC to deal with greenwashing, included fines of up to $165,000 or court action to secure an injunction preventing the company from engaging in such conduct.
Courts could also issue penalties of up to $50m for misleading or deceptive conduct under Australian Consumer Law.
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