The guidance, “Sustainability and Green Claims – marketing and advertising law,” follows a ruling by the Advertising Standards Authority and publication of the Competition and Markets Authority’s Green Claims Code.

In May, the ASA rapped Intrepid Travel over the use of the phrase “planet-friendly” in ads for an Egypt holiday that necessitated flying, leading the operator to rethink its marketing.

The CMA’s guidelines, produced in 2021, were followed last month by its Green Agreements Guidance, which gave businesses advice on how to collaborate on sustainability without falling foul of competition laws.

Abta’s guidelines tackle these areas and explain the application of the Consumer Protection from Unfair Trading Regulations 2008 which covers false, incomplete or misleading environmental claims.

The association said: “The regulators are paying particular attention to the language and the overall visual presentation of marketing and advertising communications. They also expect businesses to be able to evidence their environmental impact claims.”
 
Meera Tharmarajah, Abta solicitor, added: “Abta members are doing lots of great work to address some of the environmental and socio-economic challenges around travel and tourism and want to communicate this to their customers.
 
“But it’s also important that members are aware of the legal landscape around green claims so that they don’t inadvertently find themselves in breach of relevant laws and rules.
 
“This is why we’ve developed this new guidance. We want members to be able to confidently communicate their actions and outcomes.”
 
Abta members and Partners can access a free copy of the new guidance in the Abta Member Zone.

Its Travel Regulations conference on 15 November will examine travel businesses’ environmental, social and governance obligations and the legal requirements of making green claims.