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MSC Cruises to remove LNG marine fuel related adverts following ‘greenwashing’ complaint

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‘Cruise companies are keen to focus on the carbon emissions savings or air pollution benefits linked to the use of fossil LNG, but this only tells part of the story,’ states spokeswoman.
MSC World Europa

Following a complaint by environmental NGO Opportunity Green in March 2024, the Advertising Standards Authority (ASA) has reached a “informal resolution” with MSC Cruises over environmental claims it made about liquified natural gas (fossil LNG), said Opportunity Green on Monday (23 December).

The complaint concerned MSC Cruises’ “For a greater beauty” global ad campaign, which launched at the beginning of 2024 across more than 30 countries, and encouraged consumers to cruise more consciously with respect for the ocean and the planet by reaching destinations “with a cleaner fuel”.

The claimed “cleaner fuel” was fossil LNG, used in part to power MSC’s newest fleet of cruise ships, the MSC World Europa and the MSC Euribia. The adverts touted the MSC World Europa as using “clean, green technology”, as well as a video posted across MSC Cruises’ social media accounts. Opportunity Green challenged whether the ads were misleading.

MSC Cruises has agreed with the ASA to completely remove the adverts in the form complained of, and ensure that future ads will be clear and not make absolute environmental claims unless robust substantiation is held.

“It’s high time the cruise industry is called out for its systemic misleading advertising of fossil LNG – a highly-damaging fossil fuel – as ‘green’. A strong body of evidence shows the detrimental impacts that fossil LNG has on our climate due to its high methane content, a potent greenhouse gas,” said Kirsty Mitchell, Legal Manager at Opportunity Green.

“Cruise companies are keen to focus on the carbon emissions savings or air pollution benefits linked to the use of fossil LNG, but this only tells part of the story. The reality is that the climate impacts of methane are over 80 times greater than carbon dioxide over a 20-year period – this is not a solution that is consistent with the Paris Agreement’s 1.5°C temperature goal.”

Related: Opportunity Green files complaints against cruise companies for ‘LNG greenwashing’
Related: Royal Caribbean accused of LNG greenwashing by global shipping campaign

 

Photo credit: MSC Cruises
Published: 24 December 2024

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