Dutch Advertising Board Rebukes MSC Cruise for Greenwashing Claims

The Dutch advertising board has found MSC Cruise's sustainability claims, including its 'net zero by 2050' target, do not meet standards. The decision follows a greenwashing complaint led by Fossil Free Netherlands. The board criticized the company's misleading portrayal of Liquefied Natural Gas (LNG) as environmentally friendly.

The Dutch advertising board criticized MSC Cruise for its sustainability claims, stating that the company's target of 'net zero by 2050' fails to meet established standards. This marks one of the first rulings against a cruise operator following a greenwashing complaint.

MSC, a prominent Swiss-Italian cruise company, acknowledged parts of the decision and has reportedly implemented some advised changes. Greenwashing refers to presenting misleading environmental credentials. The Stichting Reclame Code (SRC) found MSC's claims misleading but did not impose penalties, merely recommending against repeating such claims.

Environmental groups like Fossil Free Netherlands argued that MSC's slogans such as '#SavetheSea' enable tourists to rationalize using a service reliant on fossil fuels. The SRC specifically criticized MSC's portrayal of Liquefied Natural Gas (LNG) as one of the cleanest fuels. While MSC maintains its commitment to using LNG as a transitional and renewable fuel, the SRC deemed the overall net-zero goal speculative and unachievable.

(With inputs from agencies.)