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Ledger 1 : 33 — For each dollar financing nature-based solutions in 2023, about $33 financed activities harmful to nature. (UNEP)
Cases / Lobbying, PR and greenwashing · United Kingdom · 2023

UK Advertising Standards Authority upholds complaints about two Etihad environmental advertisements (12 April and 6 December 2023)

Short record: the main facts, with sources. A full case file has not been prepared.

Nature's voice · report
Things were done in my name here. No one has measured what reached me.
Did nature suffer? Not measured.
In my name
  • Advertising Standards Authority (UK) found that a claim made in my name was misleading. The claim was: “That's why we are taking a louder, bolder approach to sustainable aviation.” Advertising Standards Authority (UK)
Not on record
  • The record does not name which of my species, waters, soils or forests were harmed.
What the record lacks: 3 none on record · 1 not measured See the gaps

The UK Advertising Standards Authority ruled twice on Etihad Airways advertisements in 2023. On 12 April it concluded that the "sustainable aviation" claim exaggerated the impact that flying with Etihad would have on the environment; on 6 December it concluded that a Google search ad gave a misleading impression of Etihad's environmental impact.

Two rulings upheldUK ASA rulings on Etihad advertisements
12 April 2023 (A22-1174208) and 6 December 2023 (A23-1206008). The ruling pages record no fine.

Status As of October 2026: two ASA rulings in 2023 (12 April and 6 December) upheld complaints about Etihad environmental advertising; the ruling pages record no fine.

What?
The ASA upheld complaints about two sets of Etihad environmental advertisements in 2023. Advertising Standards Authority (UK)
Where?
United Kingdom (advertising regulated by the Advertising Standards Authority). Advertising Standards Authority (UK)
When?
Rulings of 12 April 2023 and 6 December 2023. Advertising Standards Authority (UK)
Who?
Gained
None on record
Lost
None on record
Harmed
None on record
Why?
April 2023: the "sustainable aviation" claim exaggerated the impact that flying with Etihad would have on the environment. December 2023: "Total Peace Of Mind" alongside "Environmental Advocacy" gave a misleading impression of Etihad's environmental impact. Advertising Standards Authority (UK)
How?
Rulings by the Advertising Standards Authority under the CAP Code; the December ruling requires that the ad must not appear again in the form complained about; the April ruling told Etihad to ensure its ads did not mislead. No fine is recorded. Advertising Standards Authority (UK)
5 of 6 questions answered from the record · open: who

What happened

The record, in order.

On 12 April 2023 the UK Advertising Standards Authority (ASA) ruled on two paid Facebook video ads by Etihad Airways seen in October 2022 (complaint reference A22-1174208; one complaint). The ads said "That's why we are taking a louder, bolder approach to sustainable aviation." The ASA concluded that "the claim exaggerated the impact that flying with Etihad would have on the environment" and that the ads breached CAP Code rules 3.1, 11.1, 11.3 and 11.4. It found that initiatives such as reducing single-use plastics and using more efficient aircraft "were not adequate substantiation" for the claim. The ruling records that the ASA told Etihad to ensure its ads did not give a misleading impression of the impact of travelling with the airline and that robust substantiation was held.

On 6 December 2023 the ASA ruled on a paid Google search ad by Etihad seen in July 2023 (A23-1206008). The ad carried the phrases "Total Peace Of Mind" and "Environmental Advocacy". The ruling records that the ad was identified through the ASA's Active Ad Monitoring system. The ASA concluded that "the ad gave a misleading impression of Etihad's environmental impact" (CAP Code rules 3.1, 11.1 and 11.3). Etihad told the ASA it had removed all references to "Environmental advocacy" from its paid Google search ads in the UK. The ruling states: "The ad must not appear again in the form complained about."

  1. 2023ASA rules on two Etihad Facebook ads ("a louder, bolder approach to sustainable aviation"): the claim exaggerated the impact of flying with Etihad on the environment (12 April)
  2. 2023ASA rules on an Etihad Google search ad with "Environmental Advocacy": misleading impression of Etihad's environmental impact; the ad must not appear again in the form complained about (6 December)

What was said

Claims, in the words of those who made them.

“the claim exaggerated the impact that flying with Etihad would have on the environment”

“the ad gave a misleading impression of Etihad's environmental impact”

How it looked

What was shown, beside what was recorded.

Shown

  • Two Facebook video ads carrying the "louder, bolder approach to sustainable aviation" text; the videos also showed "Environmental Airline of the Year for 2022 in the Airline Excellence Awards".
    Etihad Airways · Advertising Standards Authority (UK)
  • A Google search ad ("Etihad Airways - Book Your Flight Today") with "Total Peace Of Mind" and "Environmental Advocacy".
    Etihad Airways · Advertising Standards Authority (UK)

Recorded

  • April 2023: the ASA upheld the complaint; the claim exaggerated the impact that flying with Etihad would have on the environment (CAP Code rules 3.1, 11.1, 11.3, 11.4).
    Advertising Standards Authority (UK)
  • December 2023: the ASA upheld the complaint; the ad gave a misleading impression of Etihad's environmental impact (CAP Code rules 3.1, 11.1, 11.3). The ad must not appear again in the form complained about.
    Advertising Standards Authority (UK)

In nature's name

What was promised in nature's name, the money that moved, and what was measured.

Promised

  • “That's why we are taking a louder, bolder approach to sustainable aviation.” — Etihad Airways, paid Facebook video ads (as described in the ASA ruling) (Seen October 2022) Advertising Standards Authority (UK)
  • “Environmental Advocacy” — Etihad Airways, paid Google search ad (as described in the ASA ruling) (Seen July 2023) Advertising Standards Authority (UK)

What was measured

Not measured

The case concerns an advertising claim. The ASA ruling records no independent measurement of any benefit to nature from the advertised product or business.

Findings on record

  • Court or regulator ruling Advertising Standards Authority (UK) (2023-04-12) · A22-1174208: “the claim exaggerated the impact that flying with Etihad would have on the environment” Advertising Standards Authority (UK)
  • Court or regulator ruling Advertising Standards Authority (UK) (2023-12-06) · A23-1206008: “the ad gave a misleading impression of Etihad's environmental impact” Advertising Standards Authority (UK)

In court and with insurers

Every proceeding and every insurer decision on record.

Lawsuits and rulings

  1. 2023-04-12Claimant won
    ASA ruling on Etihad "sustainable aviation" Facebook ads (April 2023)
    Advertising Standards Authority (UK) · Regulatory · Not named in the ruling (one complaint) → Etihad Airways

    Upheld: the claim exaggerated the impact that flying with Etihad would have on the environment (CAP Code rules 3.1, 11.1, 11.3, 11.4). Advertising Standards Authority (UK)

  2. 2023-12-06Claimant won
    ASA ruling on Etihad "Environmental Advocacy" Google search ad (December 2023)
    Advertising Standards Authority (UK) · Regulatory · Not named in the ruling (identified through ASA Active Ad Monitoring; one complaint recorded) → Etihad Airways

    Upheld: the ad gave a misleading impression of Etihad's environmental impact (CAP Code rules 3.1, 11.1, 11.3). The ad must not appear again in the form complained about. Advertising Standards Authority (UK)

Insurers

No insurer decision on record.

What we don't know

Undisclosed, unproven, untried: recorded as data.

Nature

  • Not measured Harm to nature: The record holds no measurement of harm to nature.

Record

  • None on record The ruling pages do not name a complainant: the April ruling records one complaint; the December ruling records one complaint and states that the ad was identified through the ASA's Active Ad Monitoring system.
  • None on record The April ruling's Action section does not use the wording "must not appear again"; it records that Etihad was told to ensure its ads did not give a misleading impression and that robust substantiation was held.
  • None on record The ruling pages record no fine and do not state whether any appeal followed.

Did the harm stop?

The December 2023 ruling requires that the Google ad must not appear again in the form complained about; Etihad had already removed the "Environmental advocacy" wording from its UK Google search ads. The April 2023 ruling told Etihad to ensure its ads did not give a misleading impression. The ruling pages do not state whether any environmental measure was affected.

Who paid?

The ruling page records no fine or payment.

Sources

Voices on record: — Company or project✓ Government and regulators— Courts— Press and investigations— Communities and civil society— Researchers

Government and regulators

  1. ASA Ruling on Etihad Airways (A22-1174208)
    Advertising Standards Authority (UK) · 2023-04-12
  2. ASA Ruling on Etihad Airways (A23-1206008)
    Advertising Standards Authority (UK) · 2023-12-06

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