The Long Haul of Travelling with Sustainability

Scope of the review

Using insights from its AI-based Active Ad Monitoring system, the ASA examined paid-for online ads – including social media, paid search and display – served to UK users between August 2024 and June 2025 ^[1].

Review findings

Of the ads reviewed, fewer than 1% contained any environmental claims at all. That may be symptomatic of wider geopolitical dynamics where changing attitudes towards sustainability, most notably in the US, mean businesses are talking less about sustainability action. We have also seen the proposed EU Green Claims Directive put on hold, with the European Commission signalling an intention to withdraw or significantly revise it following strong opposition, principally because of the burden on SMEs and fears of over-regulation.

Of the ads that did contain environmental claims, only a minority of 33% appeared likely to comply with the rules. According to the ASA, the non-compliant claims "typically used vague, absolute or unqualified terms such as 'eco-friendly' or 'green', or made broad statements about sustainability…". Examples of claims lacking context or qualification included:

• claims in product names – e.g. "eco-resort" and "eco-lodge"; and
• broad general claims – e.g. "carbon-conscious" travel.

Environmental claims recap

Under the Environmental Claims sections of the advertising rules (Rule 11, CAP Code and Rule 9, BCAP Code):

• the basis of environmental claims must be clear – unqualified claims could mislead if they omit material information;
• the meaning of all terms used in marketing communications must be clear to consumers; and
• absolute claims must be supported by a high level of substantiation.

The rules are designed to ensure that environmental claims are informative and accurate to help consumers make better, more responsible choices. The ASA’s findings, however, indicate both a missed opportunity to communicate any genuine environmental initiatives and the risks of misleading consumers from the green claims that are being made.

What next?

The travel agent sector will need ongoing education and support to protect consumers, which the ASA has said will be an area of continued focus for 2026.

It is clear from the snapshot of this sector that businesses find the green claims landscape difficult to navigate, with a tendency to avoid talking about climate action, also known as "greenhushing". Clear, verifiable claims, however, are an important means of building trust, protecting brand reputation and staying competitive. As consumers become increasingly environmentally conscious, hopefully businesses’ advertising campaigns can be successfully targeted to match.