Airline charged in Denmark over 'misleading' sustainable fuel ads

Danish authorities have charged the Dutch airline KLM with violating marketing law, accusing it of misleading consumers with its advertisements about sustainable aviation fuel. The case, brought by the Copenhagen Police, centers on radio commercials aired in April and again in September and October of 2023.

Listeners of music streaming service Spotify and several radio stations were repeatedly exposed to ads stating, "Now we at KLM are taking a big step towards traveling a little more sustainably. Now, a portion of sustainable aviation fuel is included in all our tickets. If you want to fly more sustainably and accelerate development, you can choose to purchase more when booking your ticket."

The prosecution contends that these statements created a misleading impression of KLM's environmental impact. According to the indictment, KLM used deceptive or incorrect information, or omitted or concealed significant details, presenting them in an unclear, incomprehensible, ambiguous, or inappropriate manner.

The Danish Consumer Ombudsman filed a police report against KLM in January 2025. The ombudsman's office stated that the airline's claims could give consumers the impression that purchasing a KLM ticket would result in greater climate and environmental benefits than was actually the case. The law prohibits companies from using false or misleading information in advertising.

KLM has not commented on the case ahead of the trial. The prosecution is seeking a fine, though the exact amount has not been disclosed. A single court day has been allocated for the proceedings, with a verdict expected at a later date.

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Now we at KLM are taking a big step towards traveling a little more sustainably. Now, a portion of sustainable aviation fuel is included in all our tickets. If you want to fly more sustainably and accelerate development, you can choose to purchase more when booking your ticket.