Why we need to take a hard line on greenwashing by the likes of Ryanair

It’s a welcome development that consumers are waking up to the climate crisis but companies that target them must prove that their claims stack up, James Moore says

Most eco-friendly airline? Ryanair’s latest ad has left regulators unconvinced (Simon Calder)

Ryanair being accused of “greenwashing” after getting rapped over the knuckles for claims made in its ads? It probably doesn’t count as the day’s biggest surprise. The airline has a history of sailing close to the line, and sometimes crossing it. It has butted heads with regulators on repeated occasions and will no doubt do so again.

The Advertising Standards Agency (ASA) is one of them, having previously raised issues over claims the airline has made about its prices. There’s also been the occasional tussle over taste and decency. You may recall the company’s history with calendars featuring scantily clad cabin crew (since scrapped).

But while it might not seem that way at first, there are actually some positives you could wring from the latest, climate focussed ding dong.