Hundreds of spoof airline adverts installed across Europe and the UK as campaigners demand an end to harmful advertising

Billboard installed by the Brandalism collective in Brighton. Artwork by Hogre

After a summer of deadly heatwaves and droughts across Europe, major polluters and their advertising agencies continue to promote and normalise high carbon lifestyles and promise false climate solutions through carefully crafted adverts. Grassroots groups across major European cities have replaced hundreds of outdoor advertising billboards with satirical images of airline adverts in an attempt to expose the sector’s role in driving up carbon emissions and to demand a ban on fossil advertising. 

This week, members of the Subvertisers International and Brandalism networks are joining citizens, activists and artists around Europe in calling for a ban on advertising for fossil fuels, including ads for profiteering energy giants, airlines and massive status-symbol cars. 

Actions targeting airline advertising have taken place across several countries across Europe. The grassroots groups have replaced hundreds of outdoor billboards in 15 cities with satirical images of airline adverts. The ‘subvertising’ actions aim to  denounce the aviation industry’s role, together with its complicit advertising agencies, in boosting sales and greenhouse gas emissions by promoting ‘low-cost’ holidays, frequent flyer reward programs, and selling a false image of environmental sustainability. 

Artwork installed by Brandalism in London. Artwork by Lindsay Grime

These actions take place as part of a grassroots mobilisation across Europe for citizens to sign a European Citizen Initiative seeking an outright ban on the most climate-harming forms of advertising and sponsorships including ads for fossil-powered cars, fossil companies and airlines. The initiative aims to gather 1 million signatures before the end of October.

The airline industry is the most environmentally damaging transport sector and is responsible for about 6% of global greenhouse gas emissions - including non-CO2 impacts. Despite its disproportionate effects on the climate, flying is an elite activity reserved to a mere 20% of the world’s population and for which the largest share of flights are taken by only a minority of people (70% of flights are taken by just 15% of people in the United Kingdom while in France 50% of flights are taken by just 2% of people, according to climate charity Possible).

Installation in Norwich courtesy of Brandalism. Artwork by Spelling Mistakes Costs Lives

Through these widespread subvertising actions on billboards, activists seek to highlight the hypocrisy of the airline industry which boasts an image of environmental sustainability by promoting false climate solutions in adverts for “zero carbon” or “climate neutral” flights, when in reality the sector is only set to increase its global emissions with the International Aviation Association predicting a doubling of passengers to 8.2 billion by 2037. For example, many airlines promote their use of ‘Sustainable Aviation Fuel’ (SAF); however, SAF constitutes just 0.05% of global jet fuel consumption.

Actions in Bristol (England) and Liège (Belgium) specifically targeted their cities’ respective plans for airport expansions, which in both cases were justified by deceptive claims of carbon neutrality. While the industry has sold to local authorities the promise of thousands of local new jobs created, research finds that in the case of Bristol airport expansion, the business case was largely overstated whereas the climate impacts were not fully accounted for.

Installation by LiègeSansPub. Artwork by Street Market Subvertiser

These actions are taking place while citizens in Europe are facing an energy crisis and spiralling inflation after polluting companies, such as fossil energy giants, have amassed record-breaking profits while still taking no effective steps towards decarbonising their industries nor ensuring a just transition for their workers. Campaigners are demanding that an immediate ban on advertising from high-carbon companies is implemented by national Governments and local authorities to restrict their harmful business model and make them accountable for their impact on people and the environment.

Community painting action by Adblock Bristol. Artwork by Soofiya