{"id":18585,"date":"2023-07-03T10:31:13","date_gmt":"2023-07-03T15:31:13","guid":{"rendered":"https:\/\/blogs.law.columbia.edu\/climatechange\/?p=18585"},"modified":"2023-07-03T10:31:13","modified_gmt":"2023-07-03T15:31:13","slug":"the-2022-qatar-world-cup-was-greenwashed-the-swiss-fairness-commission-finds-in-favor-of-six-ngos-alleging-misleading-and-unfair-advertisement-by-fifa","status":"publish","type":"post","link":"https:\/\/blogs.law.columbia.edu\/climatechange\/2023\/07\/03\/the-2022-qatar-world-cup-was-greenwashed-the-swiss-fairness-commission-finds-in-favor-of-six-ngos-alleging-misleading-and-unfair-advertisement-by-fifa\/","title":{"rendered":"The 2022 Qatar World Cup Was Greenwashed: The Swiss Fairness Commission Finds In Favor of Six NGOs Alleging Misleading and Unfair Advertisement by FIFA"},"content":{"rendered":"
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\"\"<\/a><\/p>\n

On June 7, 2023, the Swiss Fairness Commission (Commission Suisse pour la Loyaut\u00e9<\/em>), a non-judicial body competent to receive complaints alleging violations of fairness in commercial communication, found<\/a> that the International Association Football Federation (FIFA) engaged in misleading and unfair advertising of the 2022 Qatar World Cup. The Commission made its determination after examining five complaints from non-governmental organizations (NGOs) based in Belgium, France, the Netherlands, Switzerland, and the United Kingdom. The complaints focused on FIFA\u2019s branding of the Qatar World Cup as a carbon-neutral event<\/a>, which the NGOs alleged was a text-book example of greenwashing, i.e., deceiving the public into believing that an organization\u2019s activities are environmentally friendly or do not contribute to climate change. The Commission\u2019s decision adds to the plethora of controversies surrounding the 2022 World Cup, including allegations of corruption<\/a>, human rights violations\u2014notably concerning migrant workers<\/a>\u2014and \u201csportswashing<\/a>.\u201d This blog post analyzes the decision and its importance in reinforcing the role of quasi-judicial bodies in climate litigation.<\/p>\n

The Complaints<\/strong><\/h1>\n

In November 2022, six NGOs introduced parallel \u201cvoluminous\u201d complaints against FIFA in five countries: the Alliance Climatique Suisse<\/a> (Switzerland), Carbon Market Watch<\/a> (Belgium), Notre Affaire \u00e0 Tous<\/a> (France), Fossil Free Footbal and Reclame Fossielvrij (the Netherlands), and the New Weather Institute<\/a> (United Kingdom). Shortly thereafter, relevant authorities in the latter four countries transferred the complaints brought before them to Switzerland to be examined jointly by the Swiss Fairness Commission.<\/p>\n

The NGOs\u2019 complaints were based primarily on a report<\/a> from Carbon Market Watch, which cast serious doubts on FIFA\u2019s claim of carbon neutrality and indicated that the World Cup\u2019s emissions levels and climate impact may have been grossly underestimated. The report hinted at a number of flaws in FIFA\u2019s assessment, including FIFA\u2019s failure to account for the climate impact of the maintenance and operation of the stadiums built specifically for the World Cup in the many years following the event, as well as to the uncertain efficacy of some of the climate mitigation measures announced by the football giant, such as the creation of a large-scale tree and turf nursery<\/a> in the middle of the desert. \u201cThis is not a harmless exercise,\u201d Carbon Market Watch concluded, \u201cas it misleads players, fans, sponsors and the public into believing that their (potential) involvement in the event will come at no cost to the climate.\u201d<\/p>\n

In the course of the proceedings, FIFA emphasized its commitment to addressing the climate impacts of the tournament through a series of mitigation measures (to decrease the footprint of the event) and a climate credit system aimed at offsetting unabatable emissions. FIFA requested that all five complaints be dismissed on the grounds that consumers were in no way misled by the contested assertions. Specifically, it argued that the climate neutrality of the 2022 World Cup would be verifiable once an ex-post report is published in 2023, which, FIFA contended, would show the total volume of emissions to be offset.<\/p>\n

The Commission\u2019s Ruling<\/strong><\/h1>\n

In its decision, the Swiss Fairness Commission remarked that stricter standards apply when it comes to environmental claims in commercial communications as per Article 3(1)(b) of the Swiss Federal Act on Unfair Competition<\/a>, Chapter D of the Advertising and Marketing Communications Code<\/a> of the International Chamber of Commerce, and Rule B.2. of the Commission\u2019s Rules relating to fairness in commercial communication<\/a>.<\/p>\n

The Commission determined that the disputed statements qualified as \u201cadvertisements,\u201d meaning that the Commission has \u201cjurisdiction\u201d over these statements. The Commission rejected FIFA\u2019s claim that the statements were \u201cefforts in transparency and accountability\u201d and not a form of commercial communication. On the substance, the Commission emphasized that claims of carbon neutrality, especially when formulated in absolute terms, create specific expectations for the average recipient (destinaire moyen<\/em>): \u201cBy the term \u2018climate neutrality\u2019 or \u2018carbon neutrality,\u2019 the average addressee understands a Football World Cup to take place with the same result, in terms of carbon emissions, as if the tournament had not taken place at all. To achieve this result, the average addressee expects the [carbon dioxide] emissions generated by the tournament, determined according to definitive and generally accepted measurement methods, to be fully offset.\u201d<\/p>\n

For the disputed statements not to be misleading and unfair, FIFA was thus required to prove that the methods used to calculate emissions from the tournament were generally accepted and covered all sources of emissions and that the emissions so calculated were fully offset. As FIFA failed to do so, the Commission unambiguously concluded that FIFA engaged in misleading and unfair advertising in breach of the rules mentioned above. The Commission advised FIFA to refrain from making unsubstantiated statements in the future, and in particular to drop the claim that the 2022 Qatar World Cup was carbon or climate neutral.<\/p>\n

What Next?<\/strong><\/h1>\n

At the time of writing, the decision can still be appealed by FIFA on grounds of arbitrariness, in which case it will be heard by the same Commission in a formation that includes all of its members. Assuming FIFA does not appeal or that the decision is confirmed on appeal, the Commission\u2019s ruling will become yet another building block in the climate litigation movement with specific relevance to the fight against rampant greenwashing. The Commission is not a court, its decisions are not enforceable, and they do not carry penalties. But that does not mean the ruling cannot lead to further legal action. Notably, as hinted<\/a> by Notre Affaire \u00e0 Tous, the Commission found that FIFA\u2019s misleading advertisement was in breach of the Article 3(1)(b) of the Swiss Federal Act on Unfair Competition, which could lead to criminal proceedings (see Article 23 of the Act).<\/p>\n

Additionally, and regardless of whether there is further litigation, the Commission\u2019s ruling will carry semantic effects. It will lend much weight to the position of civil society actors opposing greenwashing and shift the argumentative burden to the shoulders of FIFA and similar organizations. For instance, it may contribute to debates surrounding the recent European Union proposal for a Directive on substantiation and communication of explicit environmental claims (Green Claims Directive<\/a>), which aims to eradicate misleading environmental messaging across the European Union market by establishing detailed rules for how companies should communicate their environmental impact. Seen in this light, the Commission\u2019s decision participates in the broader strand of climate litigation that involves quasi-judicial bodies capable of making authoritative determinations devoid of enforceability, not unlike the groundbreaking report<\/a> issued last year by the Philippines Human Rights Commission.<\/p>\n","protected":false},"excerpt":{"rendered":"

On June 7, 2023, the Swiss Fairness Commission (Commission Suisse pour la Loyaut\u00e9), a non-judicial body competent to receive complaints alleging violations of fairness in commercial communication, found that the International Association Football Federation (FIFA) engaged in misleading and unfair advertising of the 2022 Qatar World Cup. The Commission made its determination after examining five […]<\/p>\n","protected":false},"author":2336,"featured_media":18588,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[5673],"tags":[9358,68627,68672],"class_list":{"0":"post-18585","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-litigation","8":"tag-climate-change-litigation-chart","9":"tag-global-climate-litigation","10":"tag-greenwashing","11":"czr-hentry"},"yoast_head":"\nThe 2022 Qatar World Cup Was Greenwashed: The Swiss Fairness Commission Finds In Favor of Six NGOs Alleging Misleading and Unfair Advertisement by FIFA - Climate Law Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.law.columbia.edu\/climatechange\/2023\/07\/03\/the-2022-qatar-world-cup-was-greenwashed-the-swiss-fairness-commission-finds-in-favor-of-six-ngos-alleging-misleading-and-unfair-advertisement-by-fifa\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 2022 Qatar World Cup Was Greenwashed: The Swiss Fairness Commission Finds In Favor of Six NGOs Alleging Misleading and Unfair Advertisement by FIFA - Climate Law Blog\" \/>\n<meta property=\"og:description\" content=\"On June 7, 2023, the Swiss Fairness Commission (Commission Suisse pour la Loyaut\u00e9), a non-judicial body competent to receive complaints alleging violations of fairness in commercial communication, found that the International Association Football Federation (FIFA) engaged in misleading and unfair advertising of the 2022 Qatar World Cup. 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