Section 49.2 says, “Claims such as ‘environmentally friendly’ or ‘wholly biodegradable’ should not be used without qualification unless marketers can provide convincing evidence that their product will cause no environmental damage when taking into account the full life cycle of the product.”
There is no qualification to this advert. It simply implies that the passenger is “eco-smart,” if they travel with Finnair. The advert does not provide any quantification of the CO2 emissions per person taking a flight and certainly does not put it into context, i.e. by comparing with emissions of a UK holiday.
Furthermore, the advert is aimed at users of London Underground. In general the users of Lonn Underground will not be as well versed about the issues surrounding climate change and the impact of aviation as readers of publications such as the National Geographic. As such they are more likely to be persuaded by the lie that flying by Finnair was in actual fact eco-smart, rather than highly environmentally damaging.