INTERNATIONAL JOURNAL OF TOURISM, TRAVEL AND HOSPITALITY LAW Therefore, this text will delve into the issue of greenwashing in the airline industry, which has received significant attention in recent years, and outline the existing regulation at European and national level. 1. WHAT IS GREENWASHING? Greenwashing is a widely discussed phenomenon across various economic sectors, characterized by unfair commercial practices that take advantage of society's growing environmental awareness. Specifically, it involves presenting products or services as environmentally friendly, when in fact they are not, often through “exaggerated” or “misleading” claims, allowing companies to exploit citizens' environmental concerns for “illicit” gains. As we will explore, this phenomenon has also had a notable impact on the aviation sector. Although air transport contributes only 3.8% of total GHG emissions generated in Europe3, a significant increase in air operations is expected in the coming years, which could increase GHG emissions and thus their environmental impact. To challenge this trend and demonstrate their commitment to sustainability, airlines have stepped up their efforts by adopting measures such as carbon offset projects, investment in renewable energy and improvements in air traffic management, among others. Moreover, this commitment to sustainability has led companies to adopt a public image of environmental responsibility through advertising campaigns and corporate messages. However, as is the case in other sectors, this approach has also led to greenwashing practices. This practice is particularly alarming within the aviation industry due to its perceived negative environmental reputation, often exacerbated by media scrutiny of its emissions, further perpetuating the misconception of the industry's negative impact. 2. EUROPEAN AND SPANISH REGULATORY FRAMEWORK IN RELATION TO GREENWASHING In terms of the regulatory framework, it is crucial to highlight the significant role played by the European Union in shaping the landscape of "green marketing" and combatting greenwashing. 3 Total emissions from all other modes of transport amount to 24.7% of the total. For more details, we refer to the data on aviation emissions published by the European Commission.
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