KLM’s ‘carbon zero’ ad ruled as misleading

FILE PHOTO: KLM airplanes are seen parked at Schiphol Airport in Amsterdam, Netherlands April 2, 2020. REUTERS/Piroschka van de Wouw

AMSTERDAM: The Dutch advertising watchdog has ruled that a KLM promotion telling customers they could fly carbon-emission free is misleading.

The ad’s tag line, Be a hero, fly CO2 zero, is an absolute claim, the Dutch Advertising Code Committee said in a verdict seen by Bloomberg. As such, the company has the burden of proving the statement and didn’t meet that test, the committee said.