eDreams ‘sustainable’ advertising claims censured

European online travel agency (OTA) eDreams has faced criticism over sustainability claims made in two of its advertisements

The British advertising watchdog examined two paid online display ads that appeared last summer. One featured an aerial view of a jungle with the text "Puerto Rico sustainable destination," while the other urged consumers to "discover our sustainable trips.

Key takeaways

• The Advertising Standards Authority (ASA) questioned the validity of the sustainability claims and, after investigating both cases, concluded that they were misleading;
• As a result, the ads were banned and eDreams was ordered to ensure that future environmental claims are both clearly defined and properly substantiated;
• The ASA stated: "We reminded them that absolute environmental claims require a high level of evidence;”
• The ASA said the decision was part of a wider effort to tackle advertising and environmental claims in the travel industry.

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