The Advertising Standards Authority (ASA) has banned a Virgin Atlantic radio advertisement that aired in November, which made claims about the environmental benefits of sustainable aviation fuel (SAF).
The ad promoted the airline’s Flight 100 from London Heathrow to John F. Kennedy International Airport, asserting it would be “the world’s first commercial airline to fly transatlantic on 100% sustainable aviation fuel.”
This flight received significant attention from both the UK Government and the airline, with Ministers promoting “guilt-free flying” after the lockdown.
According to the media reports, the advertisement received five complaints, with critics arguing that the claim of “100% sustainable aviation fuel” misrepresented the environmental impact of the fuel. They contended that the phrase implied the fuel had no negative environmental effects.
Virgin Atlantic defended the advertisement by providing context for Flight 100, explaining it was part of a UK Department for Transport (DfT) competition aimed at supporting the first net-zero transatlantic flight using 100% SAF within a year.
The airline emphasized that the flight was intended to showcase the technical feasibility of using SAF as a full substitute for fossil-fuel-based jet fuels. Virgin Atlantic argued that the ad’s wording reflected the DfT’s competition invitation and that consumers would understand “100% sustainable aviation fuel” referred to the fuel type, not its environmental impact.
Despite this, the ASA upheld the complaints, directing Virgin Atlantic to include qualifying information about the environmental impact of SAF in future advertisements. The ASA cited breaches of BCAP Code rules on misleading advertising and environmental claims.
Miles Lockwood, ASA’s director of complaints and investigations, stated: “Our rulings have emphasized that businesses need to be cautious with statements like ‘100% sustainable’ or ‘sustainable’ in their advertisements.
“We all have a role in addressing climate change, and we want businesses to communicate their environmental credentials accurately. That’s why we continue to offer training and free advice to advertisers to ensure their ads are accurate and clear.”
Virgin Atlantic has not yet commented on the ASA’s decision.
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