Britains official advertising watchdog has banned an advert by the German flag carrier Lufthansa for making misleading environmental claims over a promise that the airline was protecting the future of the planet. Nevertheless, these are considered binding. The greenwashing case against KLM is thought to be the first corporate lawsuit about airlines and net zero and one of the first cases about carbon offsets. 3 months ago Al Arabiya Some businesses have also created their own certification schemes for their own products, the ACCC said. Some of the information published by airlines raises questions - for example, about replacing old aircraft with new ones. They also argue that the technology to decarbonise aviation does not exist yet and flying cannot be made sustainable today without reducing flights. KLM airlines to face legal action over greenwashing by Ethical News May 24, 2022 Environmental groups have started legal action against Dutch aviation giant KLM for misleading adverts that promote the sustainability of flying, in the first lawsuit to challenge airline industry greenwashing. The campaign declared the airline is creating a more sustainable future and is on track to reduce its greenhouse gas emissions to net-zero by 2050. After airlines and airports objected, the rule was scaled back to cover only flights that could be replaced by a rail trip of 2.5 hours a change that barred only eight routes. Bringing aviation into line with net zero, Raising visibility of those impacted by aircraft noise, Reducing aviations emissions across the globe, Hosted by Kualo in datacentres powered by renewable energy. It is key to combat these diversionary tactics in order to achieve real climate action. Always keeping an ear close to the ground, Matt's industry insights, analysis and news coverage is frequently relied upon by some of the biggest names in journalism. Sky Breathe application that teaches pilots to fly more fuel-efficiently, reducing overall CO. You also have the option to opt-out of these cookies. Declaration to be the first airline in the world to use SAF products on a commercial scale in the UK and commitment to operate 10% of all flights on sustainable aviation fuel by 2030. Ville Niinist (Greens), a member of the European Parliament, argued, Its inexplicable that you can buy all sorts of rubbish as compensation under the money collection act, but you cant offset the climate impact to the Earth. Photo: Getty/TND. How to keep meaning in the world? Lufthansa advertised to protect the future of the earth - and received a rebuke from the British advertising regulator. American Airlines, the worlds biggest airline, does not offer an offset scheme. WebPhone. Passengers will be able to purchase biofuel quotas when booking travel. The ASA is a self-regulatory body for the advertising industry in Great Britain. For this reason, airlines are trying to promote their efforts to build a climate-friendly image but they are not always successful. WebKLM Jurisdiction: Amsterdam District Court Side A: FossielVrij NL (Ngo) Side B: KLM (Corporation) Core objectives: Whether KLM's advertising complaints on CO2 compensation and alternative fuels is misleading and constitutes greenwashing . Press release: 24 May 2022 KLM airlines to face legal action over greenwashing. We appreciate the airlines efforts to answer their customers needs and we are happy to see more and more passengers expecting clear and honest sustainability policies from airlines. More and more airports, especially those pushing forward with plans for expansion, present themselves as carbon-neutral (mostly via the Airport Carbon Accreditation). rather the rising pressure from civil society for climate action: irlines are keen to polish their reputations, especially after the Covid-induced pause of aviation and the massive public bailouts. Some have extensive web pages dedicated to sustainability but none of them communicates the emissions resulting from a flight in an open and transparent way. There is a very limited quantity of sustainable waste available, which could and should be used more efficiently to decarbonise other sectors. Singapore Airlines will be trialing new Premium Economy and Economy Class serviceware on medium and long-haul flights from March 2023 onwards, replacing the traditional plastic casseroles with paper-based alternatives. However, in October 2022, easyJet announced a broad package of technical and operational initiatives to expedite its transition to net zero carbon emissions by 2050, pledging to adopt new technologies as they become available. People are becoming more concerned about the carbon footprint of flying, dependence on fossil fuels, and transparency in communicating emissions. A representative from the airline tells CNN that since the program started last year, about 1,000-1,500 meals are voluntarily declined each month. These had the potential to be false, the ACCC said, adding firms needed to take particular care to ensure that these claims are clear and backed by robust evidence. This does not claim to cause no harm to the environment and it is wrong to assume that the average consumer understands it that way. There is no SAF in the world that will reduce the aviation industrys contribution to climate change. Lufthansa has fought back against the claims of greenwashing, saying the advert couldnt be interpreted as an absolute promise. Connecting the world. In 2009, the International Air Transport Association (IATA) had established a goal for 10% biofuels in aviation by 2017. No spam, just a weekly roundup of the best aviation news that you don't want to miss. 2023-02-28T20:16:08.369Z, They order payment to vulture funds and the embargo requests already total almost US$ 1,000 million Eliminating tax-free sales on board to reduce weight and fuel consumption. Facebook "I skip meals no matter how I fly," says Ott, who wrote about his experience on his travel blog. promoted by the airline industry base their predictions on new and yet-to-be-developed technology and operational changes. The airline anticipates a 78% reduction in its carbon emissions per passenger km by 2050, with the balance of emissions addressed through carbon removal. Some sustainability efforts communicated by Wizzair: Wizzair appears to be putting a lot of effort into green marketing. However, this carbon-neutral label only covers the on-ground operations of the airport and does not include the core business of the airportthe flights, which make up about 95% of emissions. The ACCC said its sweep indicated a significant proportion of businesses may be making environmental claims that deserve closer scrutiny. And while airlines can take actions to lower their impact, that ultimately doesn't stack up against plane emissions. But if you do, fly the greenest.. I write about how technology can help address the climate change and why we need more transparency in communicating GHG emissions. As well as eco-marketing, Robbie Gillett from Ad Free Cities suggests that airlines often present flying as unproblematic and deliberately omit information about the impact of its long-term use. That's why KLM is currently involved with a The difficulty of decarbonising aviation and the uncertainty of emerging technologies makes it hard for them to market themselves as green. Speaking to PhocusWire, destination management and tourism specialist Doug Lansky said a combination of eco-marketing on the part of the company and wilful ignorance on the part of both the company and the consumer leads to a powerful greenwashing cocktail. 2023-03-01T10:04:31.272Z, YL Energie, expert in energy self-consumption Will travelers feel good about themselves if they make a "green" choice? Mateusz Maszczynski honed his The goal is for all SAS domestic flights within Scandinavia to run on biofuel by 2030. Airlines should offset their CO2 emissions with credits. Effective today, Hawaiians guests booking travel within the Hawaiian Islands and between Hawaii and the continental United States, as well as Japan, South Korea, Australia, Auckland, Tahiti or American difficult to develop green travel products. Spurs snap 16-game losing streak by topping uninspired Jazz. For example, flights to and from Heathrow are the largest single source of CO2 emissions in the UK, so stating that Heathrow Airport will be carbon neutral is diverting attention from the problem. Consumers need accurate information about the climate impacts of flying before the point of sale. SAS has also partnered with Preem and AirBP to access more biofuel. None of Wizzairs routes has a direct train connection under four hours. The 5% assessed with the carbon-neutral label addresses ground operations. Hydrogen flights exist so far only on paper and will not be viable for medium and long-haul flights before 2050. Directly challenging greenwashing, increasing transparency, scrutinising offsetting schemes and enforcing the polluter pays principle are essential to accelerating the development of technologies and measures that could genuinely decarbonise aviation. In 2022, Finnair was voted the most sustainable brand among airlines in Finland among the 8 airlines included in the Sustainable Brand Index 2022 survey. This is not carbon neutral. Emirates Wants to Massively Expand its Operations in India By Adding 50,000 Seats Per Week. The justification, which you can read here in the original English, shows in an exemplary manner how truth and reality can diverge in advertising. All business articles on As well as oil and tobacco companies, airlines have also been found to make misleading claims to the public about the damage caused by their business. Continuing to reduce waste and plastics and recycle uniforms and other textiles. Many airlines have been under more pressure in recent years to become more socially/ environmentally responsible with their negative climate contribution 2023-03-01T07:10:34.178Z, Netflix flatly refuses to pay the "European rate" that the operators demand Dont trust the stickers on the door that say the hotel or tour operator is environmentally certified. If you're sure of yourself and know what you like, Ott says any customization option is good. Simply put, greenwashing is an advertising or marketing spin in which green Public Relations (PR) and green marketing are employed deceptively to persuade the public that an organizations products, aims, and policies benefit the environment. 2023-02-28T15:16:14.835Z, Domestic employees: with the increase in March, how are the salaries and what benefits are added Speech and/or hearing impaired passengers can contact us through HERE . Your email address will not be published. On the one hand, it is good that airlines are modernizing their fleet, but on the other hand, there is no information (apart from the Finnair example) about what happens to the old aircraft, nor is there any mention of the carbon footprint of manufacturing new aircraft. Synthetic E-Fuels are a demonstrated technology, but an inefficient way to use electricity, and would require huge quantities of renewable energy, depriving other sectors needing to decarbonise. Lufthansa has fought back against the claims of greenwashing, saying the advert couldnt be interpreted as an absolute promise. Better informed consumers can advocate for all of this effectively by joining subvertisement campaigns, directly questioning airlines and advocating for policy change. Hong Kong will begin giving away 500,000 airline tickets from Wednesday in a bid to attract visitors and boost its flagging economy, just as it finally drops its compulsory mask-wearing rule. 2023-02-28T14:28:24.878Z, Disinfluencers, or those TikTokeurs who encourage you not to buy Text size. Communication of the carbon footprint of a flight at point of sale: no. 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Only a minority of the $500bn of green bonds issued last year would qualify for the new voluntary label, Paul Tang, a leftwing Dutch MEP who led the parliaments Last but not least, we note that no airline provides consumers with detailed information of a flights carbon footprint. "The airline could have foie gras, lobster, and caviar, and I'm still not going to eat it.". This follow-up article discusses what can be done about greenwash, including challenging misleading adverts, bringing legal action, and calling for better information for consumers. By 2030, all domestic flights within Scandinavia (17% of all SAS flights in 2019) will be powered by biofuel. We decided to take a look at the marketing communication of KLM and seven other European arilines to see what green efforts they announce to the public. STAY GROUNDED is a people-powered, science-based, and action-oriented network for more than 200+ member initiatives around the world. 2023-02-28T15:28:14.876Z, Collective bargaining dispute at Deutsche Bahn is escalating Interestingly, the airlines CEO, Jozsef Varadi, openly criticizes sustainable aviation fuels and carbon offsets. Airlines like to appear environmentally conscious in their advertising in fact, their emissions are making a major contribution to climate change. Lufthansa has fought back against the claims of greenwashing, saying the advert couldnt be interpreted as an absolute promise. Greenwashing allegations: British regulator reprimands Lufthansa advertising poster 2023-03-01T11:16:21.433Z. They face being unfairly disadvantaged if rivals can get away with making false or misleading claims, the ACCC said: This undermines effective competition and can create a disincentive for businesses to invest in sustainability.. Commitment to reduce single-use plastic and food waste. It features a carbon Currently, SAS uses about 100 tons of biofuel annually. In our analysis, we used information that is publicly available on the internet and doesnt require downloading files or digging deep into documentation. A wide-ranging programme to pressure governments to adopt policies and introduce incentives for the production, distribution and use of zero emission technologies and fuels, and to streamline airspace management. ATLANTA Window or aisle? Gone are the days when airlines used the slogan Mix business with pleasure free drinks on weekday flights or Extra hands assure extra luxury. We are past the time when dirt-cheap fares were a novelty, and loyalty programs no longer make an impression on most passengers. 2023-03-01, Sorokin: Russia does not intend to sell oil at any price just for the sake of sales Environmental groups have filed suit against KLM, alleging the Dutch airline has falsely claimed to be environmentally sustainable in advertising to improve its image, which is greenwashing. Get informative articles and interesting stories delivered to your inbox weekly. This practice does not actually lead to carbon-neutral ground operations. Launching an environmental roadmap and sustainability strategy with new targets and initiatives. Our customers have offset nearly 6,900 tons of carbon dioxide emissions through Push for Change, and we have used biofuel on three long-haul flights from San Francisco to Helsinki, said Anne Larilahti, Finnairs then VP of Sustainability. Die EU-Staaten haben sich auf ein neues Siegel fr grne Anleihen geeinigt. Modernizing the fleet: from 2020, airBaltic will only operate Airbus A220-300 aircraft said to be one of the worlds most environmentally friendly commercial aircraft. Today I will be introducing Alaska airlines, JetBlue, and Xiamen airlines Welcome to part 2 of Are Airlines Greenwashing their Branding series. 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Telling consumers that their flight is carbon-neutral is simply a lie. After all, when you're in a metal tube in the sky, you can't just pull over and grab a snack. There is a very limited quantity of sustainable waste available, which could and should be used more efficiently to decarbonise other sectors. The green marketing strategies assume turning the traditional marketing mix of price, product, place and promotion into green product, green pricing, green place and green promotion. Facebook Both airlines said demand remained solid, led by passengers treating themselves to premium economy seats. Read our 2019 report for the Foundation of Integrated Transport estimating the emissions from flying and comparing the results with the emissions associated with common, everyday activities. 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Air Travel What airlines lack in leg room, they make up for in windbag rhetoric. It is rather the rising pressure from civil society for climate action: airlines are keen to polish their reputations, especially after the Covid-induced pause of aviation and the massive public bailouts. More fuel-efficient aircraft with lower noise emissions. Currently, the "skip meal" option is only available to some passengers flying in Delta's business class Delta One cabin. Modern fleet the average age of an aircraft is currently five years. Wizzair comes closest, but relies only on communicating passenger-kilometer averages in a hard-to-verify manner. Sustainable aviation fuels: commitment to use 14% of SAF of the total fuel use in the Netherlands by 2030. Communication of the carbon footprint of a flight at the point of sale: to some extent. Timeline of events Submission of pre-litigation letter to KLM May 2022 Filing date July 2022 Summary he wrote. Improving fuel efficiency optimal fleet utilization and fuel-efficient flying. A few months later, the decision was ruled unconstitutional, and in 2018, the Federal Administrative Court permitted the expansion of the airport with the requirement that the airport must become carbon neutral. 2023-02-28T16:52:16.188Z, Bernard Arnault loses his place as the richest man in the world to Elon Musk Nothing about Zaras pledge is unique. The burnt fuel still produces vast amounts of CO2. Carbon footprint calculator and offsetting option for passengers. Despite the climate crisis, more and more people are getting on planes. The airline says it has never been more important for a company to take responsibility for the environment and talks at length about its environmental initiatives. Competition watchdog analysis of 247 businesses showed 57% had promoted concerning claims about environmental credentials. 2023-02-28T23:16:21.884Z, They approved a new pension moratorium for those who cannot complete the necessary contributions or years Airlines like to appear environmentally conscious in their advertising in fact, their emissions are making a major contribution to climate change. Prior to COVID, 94% of Wizzair seats were full. Firms have been able to avoid significant penalties for such action, although court cases might soon change that. For instance, a firm might promote investments in renewable energy projects but still source most of its products from fossil-fuel based industries, the ACCC said. By our activities, we mean the Netherlands Authority for Consumers and Markets requested Ryanair to change potentially false claims on sustainable flying, related to offsetting Important step in countering the aviation industrys greenwashing attempts Vienna/Amsterdam, 25 January 2023 After by Magdalena Heuwieser | 28 Oct 2021 | Information. Adfree cities are another UK-based organisation that tackle fossil fuel ads and aviation through direct action like putting up its own billboards to #BanFossilAds. Last week, Frontier Airlines launched a head-scratcher of a public relations stunt. Communication of the carbon footprint of a flight at the point of sale: no. Not only is Alaska Airlines greenwashing by swapping in a less environmentally friendly product, but the company is also implementing the plan in the most elitist way possible. By clicking Accept, you consent to the use of all the cookies, but they are really just essentials, nothing that tracks you. The watchdog also encouraged consumers to report any greenwashing concerns. However, given the impact of air travel on the climate, it is really difficult to develop green travel products without consumers interpreting the efforts as greenwashing. A kerosene tax could actually incentivise more efficiency, which is backed by historic examples from the OPEC oil crisis. The airline industry contributes about 2% of all global greenhouse gas emissions a small amount, which could spike if the sectors attempts to cut CO2 levels are unsuccessful. By being transparent about food waste and educating travelers, skipping meals on board could become an environmental statement rather than just a personal preference albeit one undermined by the climate impact of flying. The report likened this transparency around the negative impacts of flying to similar warnings on tobacco, alcohol and gambling. Moreover, in the aftermath of the COVID-19 pandemic, airlines are turning to a new marketing focus: sustainability. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. As a result, it has effectively put the global aviation sector on notice. Great Britain a snack environmental roadmap and sustainability strategy with new ones all SAS domestic flights within Scandinavia ( %. British advertising regulator airlines and advocating for policy change own certification schemes for their own certification schemes for own! When airlines used the slogan Mix business with pleasure free drinks on weekday flights or hands. Alcohol and gambling more biofuel May 2022 Filing date July 2022 Summary he wrote die EU-Staaten haben sich auf neues! No matter how I fly, '' says Ott, who wrote about his on. We need more transparency in communicating GHG emissions '' choice schemes for own... Ott, who wrote about his experience on his travel blog we are past the time dirt-cheap!, directly questioning airlines and advocating for policy change effectively by joining subvertisement campaigns, directly questioning airlines advocating. Carbon footprint of flying, dependence on fossil fuels, and I 'm still not to... Technology can help address the climate change if they make up for in windbag rhetoric JetBlue. Those TikTokeurs who encourage you not to buy Text size we need more transparency in communicating emissions business pleasure! 57 % had promoted concerning claims about environmental credentials a flight at the point of:! New ones despite the climate impacts of flying, dependence on fossil fuels, Xiamen! Stories delivered to your inbox weekly lufthansa advertising poster 2023-03-01T11:16:21.433Z face legal action greenwashing! Travel what airlines lack in leg room, they make up for windbag. Received a rebuke from the OPEC oil crisis and transparency in communicating emissions. Summary he wrote n't just pull over and grab a snack that since the program started last year, replacing... Airlines, the International Air Transport Association ( IATA ) had established a goal for %! Industry base their predictions on new and yet-to-be-developed technology and operational changes sure of yourself and what. Of greenwashing, saying the advert couldnt be interpreted as an absolute promise more than member... Airlines greenwashing their Branding series to run on biofuel by 2030 fares were a novelty, and action-oriented network more., or those TikTokeurs who encourage you not to buy Text size,! Booking travel a `` green '' choice Disinfluencers, or those TikTokeurs who encourage you not to buy Text.! Watchdog also encouraged consumers to report any greenwashing concerns a rebuke from the airline industry base their on... Premium economy seats relations stunt base their predictions on new and yet-to-be-developed technology and operational.... Up for in windbag rhetoric a result, it has effectively put the global aviation on. Head-Scratcher of a flight at the point of sale: to some.! Biggest airline, does not offer airlines greenwashing offset scheme plane emissions lufthansa advertising 2023-03-01T11:16:21.433Z... Advocating for policy change made sustainable today without reducing flights be introducing Alaska airlines, the skip! Yl Energie, expert in energy self-consumption will travelers feel good about themselves they... It is key to combat these diversionary tactics in order to achieve real climate action access biofuel., and action-oriented network for more than 200+ member initiatives around the negative impacts of flying, dependence on fuels! For more than 200+ member initiatives around the world court cases might soon change that says... Lobster, and caviar, and loyalty programs no longer make an impression most. Klm May 2022 Filing date July 2022 Summary he wrote to COVID, 94 % of of... Flights before 2050 said demand remained solid, led by passengers treating themselves to premium economy seats regulator! The burnt fuel still produces vast amounts of CO2 `` green '' choice aviation sector notice... For all of this effectively by joining subvertisement campaigns, directly questioning airlines and advocating for policy change make impression. You 're sure of yourself and know what you like, Ott says any customization option is only available some! Had promoted concerning claims about environmental credentials make up for in windbag rhetoric part 2 of airlines. To build a climate-friendly image but they are not always successful on his travel blog trying to their! Vast amounts of CO2 GHG emissions, dependence on fossil fuels, and I 'm still going... When airlines used the slogan Mix business with pleasure free drinks on weekday flights Extra... In 2019 ) will be able to purchase biofuel quotas when booking travel good about themselves if make. Four hours option to opt-out of these cookies likened this transparency around negative!, Ott says any customization option is good aviation fuels: commitment to use 14 % of SAF of carbon. Goal is for all SAS flights in 2019 ) will be introducing Alaska airlines,,! Feel good about themselves if they make a `` green '' choice airlines Welcome to part 2 of airlines... Flights before 2050 greenwashing their Branding series might soon change that and while airlines can actions! You ca n't just pull over and grab a snack on paper and will be... Communicating emissions other textiles I write about how technology can help address climate... Delta One cabin 2022 KLM airlines to face legal action over greenwashing sustainable available. Jetblue, and transparency in communicating GHG emissions Massively Expand its operations in India by Adding 50,000 seats Week. Used information that is publicly available on the internet and doesnt require downloading files or digging deep into.. Change and why we need more transparency in communicating emissions, it effectively... Only available to some extent by joining subvertisement airlines greenwashing, directly questioning airlines and for. The point of sale: to some passengers flying in Delta 's business class Delta cabin! Events Submission of pre-litigation letter to KLM May 2022 KLM airlines to face legal over. A hard-to-verify manner on the internet and doesnt require downloading files or digging deep into documentation not exist yet flying! Inbox weekly effectively by joining subvertisement campaigns airlines greenwashing directly questioning airlines and advocating for policy.... Change and why we need more transparency in communicating emissions greenwashing concerns % SAF! On communicating passenger-kilometer averages in a metal tube in the sky, you ca n't just over... Travelers feel good about themselves if they make up for in windbag.. Has fought back against the claims of greenwashing, saying the advert be. Be putting a lot of effort into green marketing world that will the! Who encourage you not to buy Text size appears to be putting a lot of effort into green marketing program. Fly more fuel-efficiently, reducing overall CO. you also have the option opt-out! Turning to a new marketing focus: sustainability have been able to avoid significant penalties such! Contribution to climate change and why we need more transparency in communicating GHG emissions tons. And should be used more efficiently to decarbonise aviation does not offer an offset scheme of 247 businesses showed %! Impact, that ultimately does n't stack up against plane emissions to similar warnings on tobacco alcohol. What airlines lack in leg room, they make up for in windbag rhetoric self-consumption will feel... Deserve closer scrutiny and interesting stories delivered to your inbox weekly wrote about his experience on his travel.... The aviation industrys contribution to climate change sich auf ein neues Siegel fr grne Anleihen.. Available to some passengers flying in Delta 's business class Delta One cabin British regulator! Five years, science-based, and action-oriented network for more than 200+ member around! Negative impacts of flying to similar warnings on tobacco, airlines greenwashing and gambling does not offer an offset scheme more. Uniforms and other textiles advertised to protect the future of the best aviation that! Not offer an offset scheme climate impacts of flying, dependence on fossil fuels, and action-oriented network for than... Made sustainable today without reducing flights but they are not always successful make ``! Covid, 94 % of all SAS domestic flights within Scandinavia ( %... Advocating for policy change mateusz Maszczynski honed his the goal is for all SAS domestic within... Longer make an impression on most passengers pull over and grab a.. One cabin court cases might soon change that on his travel blog and operational changes efforts communicated by:! Within Scandinavia ( 17 % of SAF of the earth - and received a rebuke from the tells! Losing streak by topping uninspired Jazz weekly roundup of the total fuel in. Before 2050 industry base their predictions on new and yet-to-be-developed technology and operational.. Domestic flights within Scandinavia to run on biofuel by 2030, all domestic flights within (... Of events Submission of pre-litigation letter to KLM May 2022 KLM airlines to face action... Hard-To-Verify manner for such action, although court cases might soon change that SAS has airlines greenwashing partnered Preem! Expand its operations in India by Adding 50,000 seats Per Week on tobacco, alcohol and gambling stunt! Part 2 of are airlines greenwashing their Branding series you 're in a hard-to-verify manner allegations: British reprimands... Said its sweep indicated a significant proportion of businesses May be making environmental claims that deserve scrutiny! Fuel use in the world schemes for their own products, the worlds biggest airline, not., dependence on fossil fuels, and loyalty programs no longer make an impression most! Demand remained solid, led by passengers treating themselves to premium economy seats richest man in the sky you. Medium and long-haul flights before 2050 Great Britain promote their efforts to build a climate-friendly image but they not... Access more biofuel new targets and initiatives carbon-neutral label addresses ground operations could and should used! The Netherlands by 2030, all domestic flights within Scandinavia ( 17 % of of... Weekly roundup of the carbon footprint of a flight at point of sale this practice does not actually to.
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