KLM's 'big step' was 1% sustainable fuel — a Danish court called it greenwashing

In 2023 KLM ran a radio campaign 3,418 times across stations and Spotify: 'Now we at KLM are taking a big step towards traveling a little more sustainably', with 'a significant amount of sustainable aviation fuel' included in all tickets — and listeners invited to buy extra SAF to 'fly more sustainably and accelerate development'. The reality behind the step: KLM blended 1% sustainable aviation fuel into the fuel system at Amsterdam Airport Schiphol.

Denmark's Consumer Ombudsman reported KLM to the police in January 2025 and brought the case to court. On 9 July 2026 the Copenhagen City Court (case SS 1-13120/2025) found the marketing misleading: 1% SAF was neither a 'big step' nor a 'significant amount' in consumers' understanding, given aviation's overall negative environmental impact. The claims exaggerated the climate benefit of flying KLM, lacked necessary clarity, and were made to promote sales. The fine: 3 million kroner, calculated on KLM's revenue in Denmark.

The verdict stood on the Danish Marketing Practices Act's rules against misleading marketing and omitted information. In retrospect the campaign looks thinner still: from 2025 a minimum SAF requirement of 2% was introduced — above the level KLM advertised as its big step. KLM had sought acquittal; whether it will appeal remained open in mid-July 2026.