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The Dutch airline KLM was sued because of some of its ads.

LONDON/AMSTERDAM (Reuters) -Environmental groups are suing Air France KLM (OTC: AFLYY)’s Dutch branch for an ad campaign that they claim violates European consumer law by misleading people about how environmentally friendly the flights are.

Reclame Fossielvrij NL, with help from the environmental law nonprofit ClientEarth and Reclame Fossielvrij, filed the first greenwashing lawsuit against an airline on Wednesday in the District Court of Amsterdam.

Campaigners have filed hundreds of lawsuits against companies, governments, and authorities because of climate change. They want to speed up the world’s transition to a low-carbon economy and fight the worsening climate crisis.

Fossielvrij NL activist Hiske Arts said, “KLM has stuck to the false message that it is on the way to more environmentally friendly flying.” “It can’t do this while also planning for more and more people to fly, which will make our climate worse.”

KLM says it has put millions of euros into making its fleet more environmentally friendly and is working toward the industry goal of having net zero carbon emissions by 2050. When asked for comment, the company did not respond right away.

Campaigners want to stop KLM’s “Fly Responsibly” ads because they give the wrong impression that the airline’s flights won’t make the climate crisis worse, which they say is against the EU’s Unfair Consumer Practices Directive and Dutch law.

KLM started the advertising campaign in December, asking customers to help create a “sustainable future” for aviation by paying for reforestation projects or contributing to the cost of greener aviation fuels through its CO2ZERO offers, which are meant to cut down on carbon emissions caused by flights.

Campaign groups say that aviation can’t be made sustainable fast enough to meet global climate goals by using less fossil jet fuel, better engines, or other future technologies, and they want fewer flights. In March, a leading investor group agreed with this point of view.

Before KLM has to say anything, ClientEarth said, the Dutch court will decide if the case can go forward.

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