In September 2019, Ryanair circulated a series of adverts on TV, radio and online which urged customers to fly with Europe's Lowest Fares, Lowest Emissions Airline. Everybody knows that when you fly Ryanair you enjoy the lowest fares. But do you know you are travelling on the airline with Europe's lowest emissions as well?" The Advertising Standards Agency (ASA), the UK's advertising watchdog, banned the campaign several months later after concluding that these claims were misleading. Ryanair is far from the only company to come under fire for making misleading climate claims. Since the Paris Agreement was signed in 2015, there has been a wave of corporate commitments to reduce emissions. But the increase in enthusiasm for climate responsibility has been matched by a rise in concerns that some companies are using advertising and public messaging, with buzzwords such as "carbon neutrality" and "net zero", to try to appear more sustainable than they actually are. This is referred to by some as "greenwashing". Consumers are increasingly seeing through misleading claims and making more complaints about them as a result. Almost 50 complaints are currently pending globally before a court or an advertising standards body, according to a recent report. The ASA plans to release new guidance to ensure adverts don't mislead the public about the environment in 2022. To date, most complaints regarding misleading climate claims are dealt with by watchdogs, rather than taken to court.