HX, formerly known as Hurtigruten Expeditions, has been called out by the UK advertising standards watchdog for a "misleading" sustainability claim in a fly-cruise advert.
The advertisement posted in the digital version of a national newspaper on 6 March 2024 included the claim "Since 1896, we’ve been the leaders in sustainable expeditions".
The complainant, who was concerned that the statement "sustainable expeditions" could give a false impression of the environmental impact of the advertised expeditions, has challenged the substantiation of this claim.
ExpeditionCruising.com Editor comment: Competition in the expedition cruise sector is becoming inceasingly intense, leading to bold claims from almost all of the major (and many not-so-major) small ship operators. This event should serve as a warning to copywriters and marketers to exercise restraint in their advertising claims and I would not be surprised if this complaint opens a floodgate of counterclaims.
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