The Scandinavian airline SAS has been accused of greenwashing and is now facing a formal complaint by the Danish consumer advocacy group Forbrugerrådet Tænk (Consumer Council Think). The organization claims that SAS misleads customers by offering them the opportunity to become “environmentally conscious travelers” through its initiatives, despite the inherent environmental impact of air travel.
Greenwashing allegations
Forbrugerrådet Tænk has filed a complaint with the Danish Consumer Ombudsman, asserting that SAS’s marketing strategies give a misleading impression of sustainability. The controversy revolves around the airline’s “Conscious Traveler” program, which allows customers to earn bonus points and an eco-conscious label by watching videos on sustainable aviation, purchasing environmentally friendly products like dynamo-powered flashlights, or opting for biofuel when booking flights.
Winnie Grosbøll, director of Forbrugerrådet Tænk, has strongly criticized SAS’s approach, stating,
“Flying itself is not environmentally friendly. Watching a video about SAS’s vision for the future of aviation or purchasing a power bank does not make you a more environmentally conscious traveler.”
She added that the campaign “borders on satire” and does little to compensate for the high carbon emissions associated with air travel.
SAS defends its sustainability efforts
SAS has denied the accusations of greenwashing. In a written response to DR, the airline maintained that its initiatives reflect its dedication to a sustainable transformation of the aviation industry.
“While we acknowledge constructive feedback, we disagree with the notion that airlines should refrain from discussing tangible steps toward low- and zero-emission goals,” SAS stated.
The company emphasized that achieving sustainability in aviation requires a holistic approach, involving contributions from both the industry and passengers. “Our Conscious Traveler initiative, which aims to reduce overall emissions, reflects our commitment to this transformation,” SAS added.
The airline also highlighted its investment in new technologies as part of its efforts to drive change toward a more sustainable industry.
Growing scrutiny over corporate greenwashing
SAS is not the first company to be scrutinized for its environmental claims. Experts suggest that the transport sector, and particularly the aviation industry, is highly vulnerable to greenwashing allegations due to the inherent difficulty of making air travel sustainable.
Line Schmeltz, an expert in strategic communication at Danmarks Medie- og Journalisthøjskole (DJMX), pointed out that companies risk accusations of greenwashing when they use traditional marketing techniques to communicate environmental efforts. “Consumers are highly skeptical of sustainability claims. Unlike exaggerated promises in beauty product ads, misleading environmental claims are more likely to be challenged,” Schmeltz explained.
The Danish Consumer Ombudsman (Forbrugerombudsmanden) has reported an increase in complaints about misleading environmental marketing in recent years, reflecting a growing public demand for corporate transparency.
The case against SAS will now be reviewed to determine whether the airline’s marketing practices violate consumer protection laws. If found guilty of greenwashing, SAS could face regulatory actions, further fueling the debate on how companies should communicate their sustainability efforts in a sector that remains heavily reliant on fossil fuels.
