By Toby Sterling
AMSTERDAM (Reuters) - A Dutch court heard arguments against KLM on Thursday from non-profit group Fossil Free for alleged "greenwashing" in advertisements that suggested flying with the airline is not a bad choice from an environmental perspective.
Environmental groups supporting the case, including Client Earth and Greenpeace, say it's the first of its kind to target alleged misleading advertising in the airline industry, and part of a wave of suits inspired by a landmark 2021 ruling ordering oil giant Shell (LON:RDSa) to cut its emissions.
Lawyers for KLM, the Dutch subsidiary of Air France-KLM (LON:0LN7),, denied the greenwashing accusation. Asking judges at the Amsterdam District Court to dismiss the case, they argued that KLM's climate goals are credible and it has the right to advertise them.
Slamming KLM's "Fly Responsibly" campaign, Fossil Free lawyer Frank Peters said it featured images of hopeful young people, nature in bloom and possible future technologies.
However for now "the only manner to fly sustainably is not to not fly or to fly less," he said. "Anything that KLM says differently...misleads consumers."
Fossil Free demanded that KLM publish a rectification and stop similar advertising.
KLM lawyer Branda Katan noted the campaign has already been discontinued and questioned whether a civil suit makes sense.
She said KLM follows rules governing how companies may advertise and an existing industry panel should handle such complaints.
She argued KLM advertisements would not convince someone to fly who is in doubt about whether flying is bad for the environment - which KLM does not deny.
"KLM is advertising to people who will be flying anyway," she said.
Company plans to meet emission targets include using more sustainable fuel and adopting hydrogen powered planes once they exist.
Judges will decide at a later date whether the case may proceed.