New proposals for environmental information to be available to consumers booking flights - Which? response

Which? welcomes this opportunity to respond to the CAA's consultation on new proposals for environmental information for consumers booking flights. We commend the CAA's proactive steps to standardise environmental information for aviation consumers and support the CAA's objective that consumers get environmental information, at the point of planning and booking their flights, that is accurate, understandable, standardised, comparable, accessible and useful so that they can trust it to make informed choices about their travel arrangements.

The aviation sector is a significant contributor to global greenhouse gas emissions, accounting for 7% of the total UK emissions in 2022. This substantial impact has drawn increased scrutiny as consumers grow more aware of the environmental implications of their travel choices. With the recovery of air travel following the COVID-19 pandemic, emissions from international flights have more than doubled between 2021 and 2023, returning closer to pre-pandemic levels. As a result, emissions remain significantly higher than before 2020 and projections indicate that air travel will continue to grow exponentially, with substantial increases in emissions expected by 2050. In this context, the need for consumers to make informed decisions regarding their travel options is critical.

Our recent research shows that 76% of consumers express concern about the environment, while 81% feel a responsibility to make sustainable choices. This growing awareness highlights the need for airlines to provide accurate, accessible and comparable information about the environmental impact of their flights.

However, the current landscape presents challenges for consumers. There is widespread scepticism regarding airlines' environmental claims; in 2023, only 37% of consumers trusted these claims, while almost half (46%) did not. This scepticism is often exacerbated by greenwashing, where companies make misleading or exaggerated claims about their environmental performance.

To address this, the Competition and Markets Authority’s (CMA) Green Claims Code provides clear guidance on making environmental claims, ensuring that businesses communicate their sustainability efforts accurately and without deception. The Green Claims Code stresses that all environmental claims must be truthful, clear and substantiated, warning that companies may face consequences for failing to meet these standards. Additionally, companies may be subject to sector- or product-specific requirements for how they present their environmental impact, adding another layer of accountability. 

Many of the largest airlines have been warned and some have had their ads banned, by the Advertising Standards Authority (ASA) for misleading environmental claims. A recent investigation by Which? Travel uncovered instances of greenwashing among major UK holiday companies, highlighting the need for more stringent regulation and transparency within the industry. 

The CAA's initiative to establish principles for environmental information is an important step toward addressing these challenges. By enhancing transparency and accountability in the aviation sector, the CAA can empower consumers to make choices that align with their values and contribute to a more sustainable future.