
London, UK – Virgin Atlantic recently faced scrutiny over a radio ad promoting their Flight 100 as the world’s first transatlantic flight using 100% sustainable aviation fuel (SAF). The Advertising Standards Authority (ASA) received complaints from listeners who believed the claim was misleading regarding the fuel’s environmental impact. Those in the industry may be surprised by such a ruling, as this was a flight operated on 100% SAF. However, the ASA interpreted this as SAF that is 100% sustainable and is probably correct in believing that consumers would see it the same way.
Virgin Atlantic’s ad aired on November 24, 2023, announcing Flight 100 from London Heathrow to JFK on November 28, 2023. The ad emphasized the airline’s pioneering effort to use 100% SAF for the transatlantic journey. The claim, however, raised concerns among listeners about the true environmental benefits of SAF.
ASA’s Investigation
The ASA examined the complaints, focusing on whether the claim “100% sustainable aviation fuel” could mislead consumers about the fuel’s environmental impact. Virgin Atlantic defended their position by explaining the competition run by the UK Department for Transport (DfT) to achieve the first net-zero transatlantic flight using 100% SAF.
Virgin Atlantic’s Defense
Virgin Atlantic emphasized that the ad’s wording mirrored terms used by the DfT in its competition invitation. They argued that consumers would understand “100% sustainable aviation fuel” as a reference to a type of fuel made from sustainable sources, not necessarily eliminating all emissions. Virgin Atlantic cited a survey indicating most listeners understood SAF to be better for the environment than traditional jet fuel but not without any adverse impact.
ASA’s Findings
The ASA concluded that while many listeners understood the ad correctly, a significant proportion might interpret “100% sustainable aviation fuel” to mean the fuel had no negative environmental impacts. The ASA highlighted the lack of information in the ad explaining that SAF still produces significant emissions during its lifecycle.
“The ad breached advertising codes by omitting material information about the environmental impact of SAF.”
The ASA ruled that Virgin Atlantic’s ad breached advertising codes by omitting material information about the environmental impact of SAF. Future ads must include qualifying information explaining the environmental effects of the fuel.
Virgin Atlantic must ensure that future ads referring to the use of sustainable aviation fuel include clear and comprehensive information about its environmental impact to avoid misleading consumers.