The environmental organization Ecologists in Action of Catalonia has filed a formal complaint against MSC Cruises, alleging misleading and illicit advertising practices. The complaint has been submitted to the Consumer Inspection division of the Catalan Consumer Agency under the Generalitat of Catalonia.
Ecologists in Action accuses MSC Cruises of making misleading statements in its advertising campaigns, which are presented across various media outlets and the company’s website. These statements claim that MSC’s LNG-powered cruise ships have "zero emissions" and "zero impact on the environment," and use terms such as "eco ship" and "ecological engines." According to the organization, these claims are not only deceptive but also illegal under consumer protection laws.

The group said that these marketing statements lead consumers to believe that MSC Cruises is entirely non-polluting and even environmentally beneficial, which does not reflect reality.

The complaint highlights MSC Cruises's non-compliance with the European Directive on unfair commercial practices, which requires companies to evaluate the environmental impacts of their products throughout their entire lifecycle, including the supply chain. MSC’s advertising fails to address these criteria, making their environmental claims both misleading and illicit.

Expressions such as “Eco Ship” and “Eco-friendly motors” are criticized for being vague and giving an impression of objectivity without substantiating evidence. Ecologists in Action argues that such terms constitute covert advertising and violate regulations on consumer protection and advertising standards.
Ecologists in Action asserts that MSC Cruises has not provided clear, verifiable evidence to support its environmental claims, as required by consumer and advertising regulations. The organization maintains that these practices mislead consumers and violate rules on competition, consumer rights, and advertising integrity.