“Misleading, unfair and a breach of the Code”

If a cruise line’s advertising urging you to “travel responsibly” or “travel green” with them leads you to believe that their cruises are eco-friendly, you’re not alone. But when it comes to MSC cruises, several watchdog groups recently argued, that’s a dubious claim – and that’s why the Dutch Advertising Committee (DAC) has ordered those ads to be pulled, Minerva Analytics reported.

The complaint was filed by three Dutch environmental activist groups – Reclame FossielVrij, Advocates for the Future and De Reclamejagers – who argued that the cruise line’s ads were “misleading, unfair and in violation of the Code of Sustainable Advertising.”

They found that the main problem was that the company used greenwashing language to mislead potential travelers about the cruise line’s sustainability. For example, MSC claimed that its LNG was “one of the cleanest marine fuels,” but DAC explained that this was difficult to claim, especially in such absolute terms.

Do you think misinformation is a big problem in America today?

Definitely

Only for some people

Only for certain problems

Not really

Click on your choices to view the results and express your opinion

Similarly, the cruise line boasted that it was “making great strides to reach net zero by 2050.” But in reality, DAC indicated that it had not provided “a realistic path” as to how it would achieve this, Minerva reported.

Unfortunately, the commercials had already appeared on television and online in over 30 countries before they were canceled. And as more travelers consider environmental impact as a deciding factor in their bookings, claims like these could lead them to seek out brands like MSC – even if there’s nothing to back up the greenwashing language.

With major planet-warming pollution from air, sea and land travel, it is a crucial moment for the travel industry to communicate honestly so consumers can make informed decisions.

Watch Now: This classic mac and cheese brand just won an award for its packaging design

For many travelers, this will likely look like choosing low-impact travel, such as traveling to places where they can drive – especially with electric vehicles – or taking a train rather than taking a highly polluting flight.

But while we know flights are unavoidable for the modern traveler, there are still plenty of ways to ensure your trip is as carbon-friendly as possible. For example, choosing to stay in a relaxing hotel, eating locally sourced food, and avoiding disposable items can minimize the impact of your trip while maximizing the authenticity and meaning of the trip.

Subscribe to our free newsletter for good news And useful tipsand don’t miss this cool list of easy ways to help yourself while helping the planet.