Consumers are becoming more aware of sustainable tourism, wanting to make increasingly eco-conscious travel choices. In response, many companies in the cruise industry are keen to showcase their green credentials. There are, however, several fundamental principles that advertisers. who market their cruises as “sustainable”, should be aware of when making environmental claims. Ensure your advertising doesn’t sink under scrutiny with our top tips and advice.
What is sustainable cruising?
Sustainable cruising focuses on minimising the environmental impact of cruises and typically involves varying combinations of some of the following practices:
- Investing in energy-efficient technologies
- Transitioning from traditional fuel to greener alternatives
- Implementing advanced waste management systems
- Banning single use plastics
- Sourcing food locally.
Steer clear of blowing your own (fog)horn (without sufficient substantiation)
Don’t risk your campaign sinking before it even leaves the port – claims that exaggerate the total environmental impact of a cruise are likely to be deemed misleading by the ASA
The ASA considered that the claims “uses new green technologies” and “a green alternative” were absolute claims pertaining to the technologies used by the advertiser’s cruise ship and the environmental impact of the ship.
While the cruise ship used a type of propellor that reduced the impact of noise on marine life, the ASA understood that cruising’s impact went beyond underwater noise and that the ship engaged in the discharge of greywater, blackwater, ballast water and water from exhaust gas cleaning systems, all of which could harm marine life and ecosystems.
As evidence to support the claim to offer a “green alternative” had not been sufficiently substantiated, the ASA concluded the ad had exaggerated the environmental credentials of the ship and was therefore likely to mislead.
Full life cycle of the product claims
Advertisers have found themselves drifting from compliant shores by failing to abide by rule 11.4 of the Code, which states that environmental claims must be based on the full life cycle of the product, unless the ad states otherwise.
The ASA recently upheld ads for cruise companies which referenced its use of “environmental technology” in the form of an “eco-friendly”, “LNG-powered engine”.
While liquefied natural gas is often promoted as a better alternative to traditional marine fuel, it’s production and use has other potentially negative environmental impacts, at all stages of the fuel’s life cycle, from production through to burning, including the release of unburned methane and significant CO2 emissions. As such environmental impacts of the LNG-powered engine were not explained, the ASA concluded that the ads were likely to mislead.
Make the basis of your environmental claims clear
The CAP Code requires that the basis of environmental claims must be clear and failure to do so puts advertisers at risk of giving a misleading impression of their cruise’s environmental impact.
In a recently upheld ruling, the ASA considered that consumers would interpret the claim “A Strong Focus On Sustainability And Eco-friendly Practices”, as meaning that the advertiser had sustainability and “eco-friendly” practices at the heart of the cruises it operated.
However, the ad did not make clear the basis or meaning of the claim and the advertiser did not supply appropriate supporting evidence.
If you need any further advice on your sustainable cruising campaigns, don’t hesitate to take the plunge and contact our Copy Advice team, who can help you navigate your way to compliance.
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