INTERNATIONAL JOURNAL OF TOURISM, TRAVEL AND HOSPITALITY LAW strengthen such communication with consumers, it is also essential to recognise the industry's progress and commitment to sustainability. 4. SUSTAINABILITY CHALLENGES IN THE AVIATION SECTOR In conclusion, it is undeniable that aviation industry faces unique sustainability challenges, which has prompted a commitment to an ambitious regulatory framework and intensified efforts and investments by airlines in this direction. Beyond the challenge of decarbonizing the aviation sector and the legislative measures taken, both at European and national levels to reduce greenhouse emissions, it is paramount to consider the new challenges and obligations arising in terms of clear and coherent advertising of companies’ products and services, especially in relation to the green transition. Although it may be premature to conduct an in-depth analysis of the obligations that will arise at national level with the transposition of Directive (EU) 2024/825, airlines are already facing strong accusations of greenwashing from consumers and environmental groups. Consequently, they will be subjected to ongoing scrutiny regarding their compliance with the new greenwashing requirements. It will therefore be crucial to establish effective internal compliance systems to ensure compliance and avoiding practices that could be considered misleading. At the same time, it is necessary to establish a clear and effective regulatory framework by the legislator, while avoiding regulatory overreach that could hamper innovation and economic growth. Striking the right balance between protecting the environment and fostering a dynamic and flexible business environment is needed. Collaborative efforts among government, business and other stakeholders are indispensable to achieve sustainable solutions that benefit all parties involved. This collaborative approach will lead the way for progress toward a more sustainable and prosperous future in the aviation sector, which in turn promotes fair competition based on responsible environmental practices.
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