El Al started a unique carbon offset program: When UK passengers book London-Tel Aviv roundtrip tickets on the El Al or Jewish National Fund websites, the airline will plant a tree in Israel.
The tree-planting is included in the ticket price and is part of a partnership between El Al, JNF and Keren Kayemeth LeIsrael.
"One passenger's return flight to Tel Aviv generates 0.64 tons of emissions and during its lifetime a tree can absorb approximately one ton of CO2," JNF says.
El Al kicked off a similar program for its North America passengers on June 1, 2010, although it was billed as an "environmentally friendly gesture" instead of a carbon offset program per se.
Labeling it a carbon offset program for UK passengers may be a bow to greater receptiveness to environmental remedies in the UK and Europe than in North America.
In both the UK and North America programs, passengers who booked their roundtrips on either of the two websites receive email certificates about the tree-planting.
The program has no opt-out clause.