Virgin Atlantic ad banned for misleading ‘sustainable’ fuel claims

In the UK, The Independent reported a Virgin Atlantic advertisement was banned by the UK’s Advertising Standards Authority for misleadingly claiming that its Flight 100 would use 100% sustainable aviation fuel for a transatlantic journey.

The ad suggested the flight would have no environmental impact, contradicting the reality that, although sustainable aviation fuel reduces emissions, it still produces significant carbon and non-carbon emissions during flight. Virgin Atlantic contended that their ad followed the wording used by the Department for Transport in a competition to promote sustainable aviation but admitted the fuel did not eliminate CO2 emissions entirely, only reducing lifecycle emissions by 64% compared to conventional fuels.

The ASA’s decision underscores the importance of accurate advertising in environmental claims, stressing that such promotions should clearly communicate the real impacts to prevent consumer misunderstanding. Virgin Atlantic reiterated its commitment to achieving net zero emissions by 2050, emphasizing sustainable aviation fuel as a crucial element in decarbonizing long-haul flights.