Dutch Authority Rules Against MSC Cruises’ Environmental Claims Amid Greenwashing Concerns
Environmental groups continue to challenge the shipping industry, particularly cruise lines, over what they perceive as misleading claims about efforts to decarbonize. The Dutch advertising authority has partially sided with three groups against MSC Cruises, ruling that certain assertions in the cruise line’s advertising must be removed.
The Reclame Code Commissie, which oversees advertising standards in the Netherlands, agreed that MSC’s statements regarding liquefied natural gas (LNG) usage and milestones toward achieving net-zero by 2050 could mislead consumers. As a result, MSC is prohibited from showcasing vague plans and from presenting its two LNG-fueled cruise ships as significant milestones in the transition to greener operations.
However, the authority rejected other claims made by the groups regarding the environmental impact of cruising. The groups, including Fossil Free Netherlands, Advocates for the Future, and Reclamejagers (Advertising Hunters), had previously sought a ban on all cruise advertising, arguing that cruising is among the least environmentally friendly vacation options.
Source: MSC Cruises
These groups are motivated by a recent victory over Dutch airline KLM’s advertising claims, alleging a broader trend of “greenwashing” within the industry. They pointed out that MSC promotes its LNG-fueled ships as using clean marine fuel, despite LNG’s association with fracking in the US, which releases methane and is environmentally harmful.
Additionally, they noted that MSC operates 20 other cruise ships that use traditional fuel oil. The groups claimed that while MSC intends to use bio- or synthetic LNG, such fuels are currently not available or scalable, and the production of synthetic LNG is highly energy-intensive.
A spokesperson for MSC Cruises stated that the company is already implementing many recommendations from the advertising standards board. The ruling could have wider implications for the shipping industry and how companies communicate their environmental efforts.
MSC is investing in transitioning its cruise fleet, having introduced large LNG-fueled ships like the MSC World Europa and MSC Euribia. The cruise line is also constructing three additional LNG ships for its World Class and exploring options like fuel cells and synthetic non-carbon fuels.
This decision is part of a broader movement against cruise ships. For instance, the environmental group Extinction Rebellion recently blocked cruise ships from entering Amsterdam. Additionally, the NGO Transport & Environment has called for a tax on the cruise industry to support the transition to zero-carbon fuels and ensure that the industry contributes fairly to environmental efforts.
