Climate activists have called on the Australian Competition and Consumer Commission (ACCC) to investigate whether Qantas’ claims, including its “fly carbon neutral” option, are misleading or deceptive. The complaint, filed by the Environmental Defenders Office on behalf of Climate Integrity, urges the ACCC to examine the airline’s marketing materials and the credibility of its net zero transition.
The focus is on Qantas’ “fly carbon neutral” programme, which allows customers to offset their emissions by checking a box when purchasing tickets, as well as terms like “sustainable aviation fuel” and the broad use of the term “sustainability.” This complaint follows a similar greenwashing ruling against KLM Royal Dutch Airlines in Amsterdam, where the court found that claims related to sustainable aviation fuel and net zero by 2050 were misleading.
Last year, Australia’s competition watchdog announced plans to increase scrutiny on environmental claims by businesses after a survey found over half had made misleading statements. Climate Integrity argues that Qantas’ “fly carbon neutral” option may mislead customers into believing their flights are more sustainable than they are.
“A Qantas customer choosing the ‘fly carbon neutral’ option for their flight might think that the climate impacts of their trip have been compensated for or significantly reduced,” the director of Climate Integrity, Claire Snyder, said.
She added, “But this is not supported by science, and therefore distorts customers’ perception of the sustainability of flying.”
The concern is that such greenwashing could encourage more frequent flying and prevent consumers from making informed decisions about the environmental impact of air travel. The complaint points out bold claims on the Qantas website about the airline “acting sustainably” alongside images of nature, urging a closer look at the airline’s ability to meet its net zero goals by 2050.
The complaint claims that Qantas had not disclosed a “science-aligned, credible methodology” aligned with its commitment to the goals of the Paris Climate Agreement and that its emissions reduction measures were insufficient to reach its targets.
Snyder emphasised that a key issue with Qantas’ net zero plan is its failure to address demand management, suggesting that reducing air travel is necessary to lower emissions. A Qantas Group spokesperson acknowledged the challenges of decarbonising aviation but emphasised the importance of high-quality carbon offsets until sustainable aviation fuel and low-emission technologies become more accessible. They also noted the airline’s $400 million climate fund with Airbus to support the development of sustainable aviation fuel and nature-based solutions.
The spokesperson reiterated the complexity of achieving net zero emissions, stressing that one airline cannot do it alone and emphasising Qantas’ commitment to working with partners to meet its goals.
“We have offered to work closely with Climate Integrity on this journey and have also reached out to the ACCC,” the spokesperson said.