Climate organizations file a complaint with the Advertising Code Commission about ‘misleading advertising’ MSC Cruises

MSC Cruises, one of the largest providers of sea cruises in the world, is guilty of misleading advertising. The shipping company makes green promises that it cannot keep. For example, MSC Cruises claims that the fuel the company uses is better against global warming than traditional shipping fuel. Liquefied natural gas (liquefied natural gasLNG) also contributes significantly to the greenhouse effect.

This is stated by three Dutch climate and environmental organizations that fight against ‘greenwashing’. Fossil Free NL, Reclamejagers and Advocates for the Future will file an extensive complaint against MSC Cruises with the Advertising Code Committee (RCC) on Monday, April 29. This committee is an internal body of the communications industry that tests whether advertising is fair and recognizable. The RCC cannot impose fines, but advises advertisers to withdraw advertisements that conflict with the advertising code. The RCC previously reprimanded Shell in response to sustainable claims.

At the same time, the British environmental organization Opportunity Green lodges a similar complaint with the advertising regulator in the United Kingdom, the Advertising Standards Authority (ASA).

The Swiss-Italian MSC Cruises is the fourth largest cruise line in the world after Carnival Cruises, Royal Caribbean and Norwegian Cruise Line. MSC Cruises will carry an estimated 2.5 million passengers this year.

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MSC cruise ships regularly visit the Netherlands. For example, the MSC Euribia visited the port of Amsterdam last year during her maiden voyage, the first voyage. “This is our best attempt yet to be climate neutral by 2030,” said CEO Gianni Onorato about his new ‘green’ cruise ship that runs on LNG at the time. NRC. The Dutch and British complainants are particularly targeting this new ship, which can sail on LNG, and the claims MSC Cruises makes about it. “MSC misleads Dutch consumers by emphasizing the alleged sustainability of its cruise ships, while in reality the cruise trips promoted by MSC contribute significantly to global warming.”

Cruise holidays are one of the least sustainable ways to go on holiday, according to the complainants. At the same time, the popularity of sailing holiday parks is growing strongly – by almost 20 percent until 2028, according to the international trade association.

The enormous ships, which can accommodate and entertain thousands of passengers, require an enormous amount of energy. It still mainly comes from fossil fuels. In addition, the ships disrupt marine life with their abundant noise and light. According to the British newspaper The Guardian a quarter of the waste in the ocean comes from cruise ships, even though they make up only 1 percent of the global merchant fleet.

Dolphins jump in the waves

In the advertising campaign ‘For a greater beauty‘, which MSC has been conducting in thirty countries since January on TV, radio, internet and print media, the shipping company emphasizes its own efforts in the field of sustainability. „Cruising the blue in a green way”, MSC concludes a commercial. A young woman looks contentedly out to sea, dolphins jump through the waves, in a restaurant on board people drink beer “made from sea water”.

Deception, say the Dutch complainants. They are mainly against MSC’s claims that sailing on gas is sustainable. “LNG is wrongly presented as an environmentally friendly alternative to conventional marine fuels,” they say.

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“Although there are advantages in terms of air quality – such as less particulate matter and sulfur in exhaust gases – LNG is a big step backwards in terms of climate.” During the production and use of LNG, methane leaks into the atmosphere, the complainants point out. Methane is a much more powerful greenhouse gas than CO₂ and causes much more global warming.

According to the complainants, MSC Cruises is using academic research that shows that the so-called ‘methane slip’, the leakage of methane, is not too bad, but the institute that conducted the research appears to be a consultancy firm.

According to the complainants, MSC’s statements show many similarities with KLM’s ‘Fly Responsibly’ campaign and Shell’s ‘We change’ campaign. The Advertising Code Committee previously assessed this as misleading advertising.

“Just like KLM and Shell, the statements concern the promotion of a highly polluting way of traveling and nevertheless gives the impression that a sustainable solution is offered so that consumers can book their holiday with peace of mind.”

In March, the court in Amsterdam ruled that airline KLM misled consumers with overly green advertisements about flying and the climate. In advertising, KLM made claims that were based on “vague and general statements about environmental benefits,” the court said. In this way, the airline misled consumers and the company acted unlawfully.

In response to climate groups’ complaints, a spokesperson for MSC Cruises said the company’s campaigns are designed “to showcase our progress towards net zero greenhouse gas emissions from maritime activities by 2050.” The cruise line will rigorously defend its position with supporting evidence, he wrote. “All our advertising campaigns and materials are checked to ensure they comply with relevant regulations.”

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