{"id":36600,"date":"2026-09-14T08:30:00","date_gmt":"2026-09-14T06:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=36600"},"modified":"2026-09-14T14:33:13","modified_gmt":"2026-09-14T12:33:13","slug":"lufthansas-saf-advertising-is-unfair","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/lufthansas-saf-advertising-is-unfair\/","title":{"rendered":"Lufthansa&#8217;s SAF Advertising Is Unfair"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"69b43f\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-36598 size-large not-transparent\" alt=\"SAF-Werbung von Lufthansa unlauter, Greenwashing im Luftverkehr, Wettbewerbsrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/SAF-Werbung-von-Lufthansa-unlauter-1024x576.avif\" style=\"--dominant-color: #69b43f; object-position:51% 71%\" data-object-fit=\"cover\" data-object-position=\"51% 71%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/SAF-Werbung-von-Lufthansa-unlauter-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/SAF-Werbung-von-Lufthansa-unlauter-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/SAF-Werbung-von-Lufthansa-unlauter-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/SAF-Werbung-von-Lufthansa-unlauter-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/SAF-Werbung-von-Lufthansa-unlauter-2048x1152.avif 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_ecaf749656955c1609885d200591960b\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(3.037rem, 3.037rem + ((1vw - 0.2rem) * 4.938), 6rem);font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">SAF Advertising <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">by Lufthansa<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Unfair<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-09-14T08:30:00+02:00\">14. September 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Can an airline advertise an immediate reduction in flight emissions if the fuel it purchased will not be used until months later somewhere in its route network? The Cologne Higher Regional Court has halted Lufthansa\u2019s SAF advertising and made it clear that when it comes to environmental claims, it is not only the content that matters, but also the timing of the information.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<h2 id=\"h-how-lufthansa-promoted-more-sustainable-flying\" class=\"wp-block-heading\">How Lufthansa Promoted More Sustainable Flying<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In <a href=\"https:\/\/kpw.law\/en\/fields-of-law\/competition-law\/\">competition law<\/a>, environmental claims boil down to one key question: Do consumers receive all the information essential to their purchasing decision in a timely manner? On its booking page, Lufthansa promoted two options under the heading \u201cFly More Sustainably Now.\u201d Customers could make their flights more environmentally friendly. First, for an additional fee, they could offset CO2 emissions by contributing to climate protection projects. Second, Lufthansa promised to reduce flight-related CO2 emissions directly during the booking process. This was to be made possible through the use of sustainable aviation fuel (SAF).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Passengers did not find out until late in the booking process when the fuel they had paid extra for would actually be used. The information was hidden behind an inconspicuously placed link to frequently asked questions. There, Lufthansa explained that it calculates each passenger\u2019s fuel consumption. The same amount of SAF would then be used on future flights. In addition, the airline promised to incorporate the purchased SAF into its flight operations within six months of the respective flight.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The German Environmental Aid Association (Deutsche Umwelthilfe) <a href=\"https:\/\/kpw.law\/en\/industries\/advertising\/\" data-type=\"industry\" data-id=\"24084\">took legal action against Lufthansa over this advertisement <\/a>. The Cologne Regional Court fully upheld the lawsuit in <a href=\"https:\/\/nrwe.justiz.nrw.de\/lgs\/koeln\/lg_koeln\/j2025\/84_O_29_24_Urteil_20250321.html\">its ruling of March 21, 2025, Case No. 84 O 29\/24<\/a>. Both the advertising claiming carbon offsets and the advertising promoting the use of SAF were prohibited. Lufthansa filed an appeal against this ruling.<\/p>\n\n\n\n<h2 id=\"h-how-did-the-parties-justify-their-positions\" class=\"wp-block-heading\">How did the parties justify their positions?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The German Environmental Aid Association (DUH) deemed the advertising for SAF to be misleading. Customers were either left in the dark about when it would be used or informed too late. Furthermore, the advertising gave the impression that the flight they had just booked would be lower in emissions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lufthansa countered this argument. It argued that the phrase \u201cFly more sustainably now\u201d clearly refers only to the option of purchasing carbon offsets during the booking process. The overall context of the advertisement does not indicate that SAF will be used specifically on the booked flight. The only decisive factor is that the purchased SAF is actually used and that the advertised reduction is thereby achieved.<\/p>\n\n\n\n<h2 id=\"h-cologne-higher-regional-court-halts-the-saf-advertisement\" class=\"wp-block-heading\">Cologne Higher Regional Court Halts the SAF Advertisement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Cologne Higher Regional Court dismissed Lufthansa\u2019s appeal in <a href=\"https:\/\/nrwe.justiz.nrw.de\/olgs\/koeln\/j2026\/6_U_68_25_Urteil_20260708.html\">its ruling dated July 8, 2026\u2014Case No. 6 U 68\/25<\/a>. During the oral hearing, Deutsche Umwelthilfe had previously withdrawn its motion regarding compensation advertising. To that extent, the lawsuit was dismissed. Otherwise, the ban on SAF advertising remained in effect.  <\/p>\n\n\n\n<h3 id=\"h-why-does-the-timing-matter\" class=\"wp-block-heading\">Why does the timing matter?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In the Senate\u2019s view, Lufthansa has provided sufficient information on how the CO2 reduction through SAF is technically achieved. However, the airline has failed to answer the question that is crucial from the consumer\u2019s perspective. Exactly when this occurs remains unclear.<\/p>\n\n\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-turquoise-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">Based on this, while the defendant has provided sufficient information regarding the nature and method of CO2 reduction through the use of SAF, it has failed to answer the crucial question of exactly when this reduction will take place.<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The court justified this decision by citing refueling practices at airports. Customers typically infer from this that a purchased carbon offset applies to the specific flight they have booked. In fact, however, the paid SAF flows into an accounting system that is decoupled from the individual flight in terms of time and location. It is used at some point within six months on any flight operated by the airline. Although this information was included in the frequently asked questions, it was provided too late and placed in an inappropriate location. A consumer would have to click on a link that was barely highlighted in color. The relevant information was only found on a secondary level of the website. Given the particularly suggestive power of environmental claims, this is insufficient.<\/p>\n\n\n\n<h3 id=\"h-where-was-the-line-drawn-with-other-saf-advertisements\" class=\"wp-block-heading\">Where was the line drawn with other SAF advertisements?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Senate expressly distinguished this case from a ruling by the Higher Regional Court of D\u00fcsseldorf. In that case, a sister company of Lufthansa had used a similar statement in its advertising ( <a href=\"https:\/\/openjur.de\/u\/2538906.html\">judgment of December 4, 2025, Case No. 20 U 38\/25<\/a>). It calculated individual fuel consumption and used the required amount of SAF for future flights operated by the group. The D\u00fcsseldorf Higher Regional Court considered this direct explanation to be sufficient. Consumers\u2019 right to information was thus satisfied. In the present case, however, there was no similarly direct explanation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For companies in all industries, this provides clear guidance. Essential information regarding an environmental claim must be included in the claim itself or displayed immediately next to it. A link labeled \u201cFAQ\u201d is not sufficient for this purpose.<\/p>\n\n\n\n<h2 id=\"h-a-stance-against-greenwashing\" class=\"wp-block-heading\">A Stance Against Greenwashing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This ruling is one of a growing number of judgments that critically examine advertising containing environmental and climate claims from the perspective of <a href=\"https:\/\/kpw.law\/en\/topics\/greenwashing-and-bluewashing\/\">greenwashing<\/a>. The Cologne Higher Regional Court had already ruled against a subsidiary of the defendant in 2024. The claim that travel is \u201cCO2-neutral\u201d was deemed misleading. Other courts have also recently taken issue with environmental claims. For example, the Frankfurt am Main Regional Court prohibited Apple from <a href=\"https:\/\/kpw.law\/en\/apple-watch-not-co2-neutral\/\">advertising its smartwatches as CO2-neutral<\/a> because the underlying offset projects were not secured for a sufficiently long term.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Senate did, however, set a limit on the scope of the disclosure requirement. It emphasized that the requirements for environmental advertising should not be overstretched. Starting September 27, 2026, the stricter provisions of <a href=\"https:\/\/kpw.law\/en\/topics\/empco-directive\/\">the EmpCo Directive<\/a> will also apply in Germany. This directive subjects blanket environmental claims and compensation advertising to additional substantiation requirements.<\/p>\n\n\n\n<h2 id=\"h-conclusion\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Anyone who advertises an immediate reduction in emissions must also clearly communicate when that reduction will take place. This information should not require a time-consuming search to find. For companies in all industries, this means scrutinizing their advertising claims more closely. In the future, it will not only be the truthfulness of these claims that matters, but also their temporal accuracy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The critical question remains: how far can this line be drawn in practice? The Senate itself emphasizes that the requirements for providing information should not be overstretched. In this specific case, however, it draws the line quite narrowly. Even a single additional click to an FAQ page is considered a delay here. It remains to be seen where the line between sufficient and insufficient information architecture will lie in the future.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_417684525339c3797f200e9d10da1a82\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We\u2019d be happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you on <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Competition law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact Form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Cologne Higher Regional Court has prohibited Lufthansa from advertising immediate CO2 reductions through SAF. Why the timing of the disclosure was crucial.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[6635,6284,5056,6636],"thema":[5062],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-36600","post","type-post","status-publish","format-standard","hentry","category-general","tag-airline","tag-co-emissions","tag-greenwashing-en","tag-lufthansa","thema-greenwashing-and-bluewashing","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Lufthansa&#039;s SAF Advertising Is Unfair<\/title>\n<meta name=\"description\" content=\"The Cologne Higher Regional Court has prohibited Lufthansa from advertising immediate CO2 reductions through SAF. 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