Lufthansa is also advertising the airline's environmental efforts with a poster in Great Britain. "Connect the world. Protect your future," it says. A sheer misrepresentation, complains the self-regulatory body of the British advertising industry. The crane airline defends itself against the complaint.
The self-regulatory body for the British advertising industry has reprimanded a Lufthansa poster because it found its message misleading. The poster features a frontal view of an airplane, with the lower part replaced by a view of the earth from space. According to a report by the British news agency PA, the Advertising Standards Authority (ASA) found that this does not reflect reality. The poster has the slogan "Connecting the world. Protecting its future." Translated: "Connecting the world. Protecting your future."
The reason given was that the message could easily be understood by consumers as if Lufthansa had already taken significant steps to reduce its impact on the environment. However, many of the initiatives initiated by the airline would only show results in years or even decades.
Lufthansa had argued the poster was intended to draw consumers' attention to the company's efforts to reduce the environmental impact of flying. This does not claim to cause no damage to the environment and it is wrong to assume that the average consumer understands it that way.
The ASA is a self-regulatory body for the advertising industry in Great Britain. She has no means of coercion to enforce her decisions. Nevertheless, these are considered binding.
