A life-size hashtag #SaveTheSea on the side of their cruise ship and claims that liquefied natural gas (LNG) is the "cleanest" fuel. Together with our partners, Fossielvrij NL and Reclamejagers, we filed a legal complaint against MSC Cruises in relation to these greenwashing claims in its "For a greater beauty"-campaign, which was rolled-out in more than 30 countries.
The Dutch Advertising Board agreed with us and ruled that MSC Cruises misled customers about the (negative) climate impact of cruising.
What's our campaign about?
MSC Cruises is one of the largest cruise companies globally. In 2024 it launched its "For a greater Beauty" ad campaign globally. The campaign focussed on the addition of two new cruise ships to its fleet, which partly run 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".
What's the problem?
The cruise industry - and the fossil industry more broadly - systemically communicates about fossil LNG as a 'green" solution. This is misleading consumers. In reality, LNG is a highly-damaging fossil fuel, contributing significantly to climate change.
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. 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.
Advocates for the Future published a report which analyses the impact of fossil LNG as a fuel in cruise ships on climate change.
What's the ruling?
The Dutch Stichting Reclame Code Commissie (SRC) ruled that MSC Cruises’ advertisements about sustainable cruising are misleading. According to the SRC, MSC Cruises mislead consumers by suggesting that liquefied natural gas (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 RCC, consumers are given an incorrect picture of the sustainability aspects of cruise travel in the advertisements. The SRC’s ruling sends a clear signal: the fossil industry – including the cruise sector – must stop using misleading PR strategies that present liquefied natural gas as a solution to the climate crisis.
Claims of MSC Cruises that have been ruled misleading include:
What did we achieve?
This is a groundbreaking greenwashing case. It is the first time that sustainability claims about the use of fossil LNG have been deemed misleading by the SRC. This is important, because the fossil industry and policymakers have systemically positioned LNG as a climate solution.
Our campaign has been widely picked-up by Dutch and international media, informing the wider public about the impact of cruising in general and LNG as a shipping fuel in particular on climate change.
Our campaign has been discussed by policy makers in Rotterdam (the largest cruise port of the Netherlands) and in Dutch parliament.
Following the SRC's ruling, 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.
Finally, MSC Cruises changed and withdrew the relevant adverts, to align its statements with the SRC's ruling. We will continue to monitor communications by MSC Cruises and players in the cruise sector, including travel agents.
18 December 2024
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.
2 October 2024
Decision of SRC: the Dutch Stichting Reclame Code Commissie (SRC) ruled that MSC Cruises’ advertisements about sustainable cruising are misleading. MSC Cruises did not appeal the decision and has withdrawn its misleading claims.
29 August 2024
Hearing of SRC: together with Fossielvrij NL and ReclameJagers, we made our case before the SRC. In response, MSC Cruises argued that it is free to communicate about its sustainability efforts and that claimants have a wrong interpretation of the applicable rules regarding sustainability claims.
29 April 2024
Launch of our campaign: submission Advocates for the Future together with its partners Fossielvrij NL and Reclamejagers files a complaint to the Dutch Advertising Board about misleading advertising of fossil LNG as 'green' fuel. The complaint is made against MSC Cruises, one of the world's biggest and fastest growing cruise companies.