ABTA issues new guidance for members to avoid greenwashing

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By Linsey McNeill
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ABTA has published new guidance for members making environmental claims to ensure they avoid greenwashing.

It explains the legal framework for marketing and advertising environmental credentials.

The guidance, Sustainability and Green Claims – marketing and advertising law, looks at the approach of the Advertising Standards Authority and the Competition and Markets Authority (CMA), for businesses that market and advertise the environmental benefits of their travel services and products. 

It also explains the Consumer Protection from Unfair Trading Regulations 2008, enforceable by Trading Standards and the CMA, in respect of making false, incomplete or misleading environmental claims.

“The regulators are paying particular attention to the language and the overall visual presentation of marketing and advertising communications,” it said. “They also expect businesses to be able to evidence their environmental impact claims.”

ABTA solicitor Meera Tharmarajah said:“ABTA members are doing lots of great work to address some of the environmental and socio-economic challenges around travel and tourism and want to communicate this to their customers. 

“But it’s also important that members are aware of the legal landscape around green claims so that they don’t inadvertently find themselves in breach of relevant laws and rules. 

“This is why we’ve developed this new guidance. We want members to be able to confidently communicate their actions and outcomes.” 

ABTA member and partners can access their free copy of the new legal guidance in the ABTA Member Zone

ABTA’s Travel Regulations conference, on Wednesday 15 November, will look at the legal framework in respect of making green claims.

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