On May 23, 2025, the International Consumer Protection and Enforcement Network (ICPEN) called on stakeholders in the aviation sector to prioritize accurate green claims in their commercial communications. This open letter, signed by 17 national consumer protection authorities including the Hungarian Competition Authority, emphasizes the importance of clear and substantiated environmental claims.

ICPEN, established in 1992 in London, serves as a platform for professional dialogue and cooperation among national competition authorities. The Hungarian Competition Authority is a member of this network and participates in the Misleading Environmental Claims Working Group.

The letter outlines several key principles that should guide the formulation of green claims, despite variations in national regulations. It stresses the need for claims to be clear, specific, and easily understandable, while avoiding vague or overly general statements. Additionally, claims should not exaggerate the environmental attributes of services and must be substantiated with evidence.

Furthermore, the consumer protection authorities have set expectations tailored to the unique characteristics of the aviation sector. This includes ensuring that claims related to carbon offsetting and alternative fuels, such as sustainable aviation fuels, are clear, accurate, and meet accepted quality standards. The authorities also emphasize that these claims should not create misleading impressions about the overall environmental impact of airlines or air travel.

The ICPEN open letter is available on the network's website, and the Hungarian Competition Authority will focus on green claims and compliance in its upcoming event on May 27, as part of its knowledge-sharing series, the Hungarian Compliance Academy.