Commitments MSC Cruises
The UK's Advertising Standards Authority and MSC Cruises reached a settlement based on which MSC Cruises agreed to withdraw fossil LNG ads and committed to being clear with consumers in future environmental claims.
MSC Cruises is one of the world's largest cruise companies. In 2024, it launched a global campaign titled "For a greater Beauty," promoting two new ships that run partly on liquefied natural gas (LNG). The campaign encouraged consumers to cruise more consciously with respect for the ocean and the planet by reaching destinations "with a cleaner fuel" and the "newest energy".
The cruise industry – and the fossil industry more broadly – systemically presents LNG as a "green" solution. This is misleading consumers and amounts to greenwashing. In reality, LNG is a highly damaging fossil fuel that contributes significantly to climate change.
Our concerns
Fossil LNG
presented as 'green' solution
80x
greater climate impact from methane compared to CO2
Misleading
consumers
The detrimental impact of fossil LNG
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. A strong body of evidence shows the detrimental climate impact of fossil LNG due to its high methane content. The climate impact of methane is over 80 times greater than carbon dioxide over a 20-year period. Because of methane leaks throughout the supply chain, the use of fossil LNG is often more damaging to the climate than using conventional maritime fuels. This is simply not a solution compatible with the Paris Agreement’s 1.5°C temperature goal.
Advocates for the Future published a report which analyses the impact of fossil LNG as a fuel in cruise ships on climate change.
"Fossil LNG is not a stepping stone to a sustainable future; due to its methane leaks, it is driving us further into the climate crisis. We cannot allow companies to market a highly polluting fossil fuel as a 'green' choice."
Maikel van Wissen, Director
Dutch advertising board confirms greenwashing
WIN: Following our legal complaint, the Dutch advertising board ruled that MSC Cruises misled customers about the climate impact of cruising.
Together with our partners, Fossielvrij NL and Reclamejagers, we filed a legal complaint against MSC Cruises with the Dutch Stichting Reclame Code Commissie (SRC) over the greenwashing claims in its "For a greater beauty"-campaign.
The SRC confirmed that MSC Cruises misleads consumers by suggesting LNG is a sustainable alternative to existing marine fuels. The SRC also ruled that MSC Cruises misleads consumers by suggesting that it is well on its way to net zero in 2050. According to the SRC, consumers are given an incorrect picture of the sustainability aspects of cruise travel in the advertisements. The ruling sends a clear signal: the fossil industry – including the cruise sector – must stop using misleading PR strategies that present LNG as a climate solution.
Claims of MSC Cruises that have been ruled misleading include:
The company is Net Zero by 2050;
LNG is a clean or cleanest shipping fuel;
It is possible to cruise responsibly or green with MSC Cruises ("cruising the blue in a green way", "SaveTheSea");
Bio-LNG or synthetic LNG will play a major role in the near future, to reach Net Zero by 2050.
The impact we made
This greenwashing case marks the first time the SRC has deemed sustainability claims about fossil LNG to be misleading. The ripple effects have been significant. Our campaign was widely picked up by Dutch and international media, informing the public about the true climate impact of cruising and LNG in particular. It also sparked political debate, driving discussions among policymakers in the Dutch parliament and in Rotterdam, the largest cruise port in the Netherlands.
Internationally, the case set a strong precedent. Following the SRC's ruling, the UK's Advertising Standards Authority and MSC Cruises reached a settlement requiring MSC Cruises to withdraw fossil LNG ads and commit to being clear with consumers in future environmental claims.
Finally, MSC Cruises changed and withdrew the misleading adverts to align its statements with the SRC's ruling. We will continue to closely monitor the communications of MSC Cruises, travel agents, and the broader cruise sector.
"We are delighted that our greenwashing win has been copied in other countries. Companies like MSC Cruises need to know that there are legal consequences to greenwashing."
Hannah Prins, Campaign Coordinator
Key documents
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