Travel brands have been urged to replace vague sustainability messaging with evidence-backed claims as regulators warn scrutiny of green marketing is only set to "intensify".
Businesses are being urged to build claims around evidence rather than marketing ambition – to call something 'eco-friendly' is risky
Speaking at TTG's Fairer Travel Event in London, panellists argued the industry's challenge is no longer whether to communicate its sustainability credentials, but how to do so credibly.
"The choice can't just be between misleading your consumer on the one hand and saying nothing on the other," said Miles Lockwood, Director at the Advertising Standards Authority (ASA). "There's more space between those two choices than companies give themselves credit for."
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