Cruising on green promises
MSC Cruises is one of the world's largest cruise companies. In 2024, it launched a global campaign promoting the use of liquefied natural gas (LNG) in two of their new ships. They called it reaching destinations "with a cleaner fuel" and "the newest energy". But in reality, LNG is a highly damaging fossil fuel that contributes to climate change. And that's called greenwashing…
Our complaint
Together with Fossielvrij NL and de Reclamejagers, we filed a complaint with the Advertising Code Committee of the Advertising Code Foundation in the Netherlands. MSC Cruises' statement that the use of LNG in cruise ships is sustainable is misleading. The committee agreed and MSC Cruises adjusted its statements worldwide.
The first, but not the last…
This greenwashing case marks the first time the Advertise Code Committee has deemed sustainability claims about fossil LNG to be misleading. It sets a strong precedent for advertising standards all over the world.
