Sustainability claims in the travel industry have been subject of complaints for quite some time. After airline companies, now sustainability claims in the cruise sector are being scrutinised. In this case, the Advertising Code Committee ('ACC') considers the claim ‘sustainable choice’, without further clarification, for a cruise trip to Norway by Hurtugruten to be misleading.

Hurtigruten advertised a cruise trip to Norway in the Volkskrant. One of the features of the trip listed in the advertisement was ‘sustainable choice’, without further clarification. The advertiser's website stated (translated):

‘Sustainable tourism 
When arranging our trips, we take into account people, environment, nature and culture, so that (...) future generations can also enjoy attractive destinations. (...) And by doing so, we make an important contribution to sustainable developments at the destination (...)’.

The ACC considers the claim ‘sustainable choice’ misleading and in violation of article 3.1 Sustainability Advertising Code. When using a vague term like ‘sustainable’, the specific interpretation of this term and on which basis the use of this term is justified, must be clarified directly in the advertisement. As the complainant pointed out, this was omitted in the Volkskrant advertisement. The ACC also finds the text on the website misleading for the same reasons: it is not clear what is exactly meant by the mentioned sustainability aspects. Nor is it substantiated how the advertiser takes into account ‘people, environement, nature and culture’ or makes ‘an important contribution to sustainable developments at the destination’. 

Once again, this decision shows that you have to be careful with sustainability claims, especially in the travel industry. ‘Vague’ claims, such as ‘sustainable’, must be clarified in the communication itself. It seems the cruise sector has more to endure in terms of sustainability claims: environmental groups, including Fossielvrij, recently filed a complaint with the ACC against claims by MSC Cruises advertising cruises as a sustainable form of travel. It remains to be seen whether MSC Cruises will also get a shot across the bows from the ACC.