More than half-a-million vehicle rentals across Europe could have their emissions offset by rental firm Europcar.
The company is introducing a scheme this year that will allow customers to pay to offset the emissions from their rental.
The company, which provides more than 10 million rentals a year, is expecting about 5% of customers to sign up to the voluntary scheme.
Europcar is also investing in other environmental projects, including a car club service in a major city, yet to be named.
Car clubs provide vehicle rental by the hour to members, with hi-tech equipment allowing customers to book vehicles as little as half an hour in advance.
Salvatore Catania, chief executive officer of Europcar Group, which has a fleet of about 215,000 vehicles, said: “The CO2 scheme will be rolled out to all countries.
“It is not a marketing tool, it is part of a 10-year commitment we have shown to the environment. It is serious and delivers a real benefit.”