The UK’s Advertising Standards Authority (ASA) has ruled against Virgin Atlantic, banning a radio advertisement that claimed the airline’s “Flight 100” was powered by 100% sustainable aviation fuel (SAF). The decision comes after complaints that the ad misled consumers about the environmental impact of the flight.

The radio ad, which aired in November, promoted the airline’s historic transatlantic journey using what it claimed was entirely sustainable fuel. However, the ASA determined that the term “100% sustainable aviation fuel” was misleading, as it implied a zero carbon footprint and had no negative environmental effects, which is not accurate. While SAF does produce fewer emissions than traditional jet fuel, it still generates carbon dioxide.

The regulator emphasized that while the airline’s achievement was significant, the ad’s wording overstated the environmental benefits. The ASA received five complaints about the ad, with some listeners believing that sustainable aviation fuel had no impact on the environment.

Virgin Atlantic has defended its use of the term “sustainable fuel,” arguing that it aligned with government definitions and said “they were committed to achieving net zero by 2050.”

“It’s important that claims for sustainable aviation fuel spell out what the reality is, so consumers aren’t misled.”

Miles Lockwoord, director of complaints and investigations, ASA

Nevertheless, the ASA concluded that the ad could mislead consumers and therefore breached advertising regulations. “It’s important that claims for sustainable aviation fuel spell out what the reality is, so consumers aren’t misled into thinking that that the flight they are taking is greener than it really is.” said Miles Lockwood, director of complaints and investigations at the ASA.

The ad breached BCAP Code rules 3.1 and 3.2 (Misleading advertising), 9.2, 9.3, and 9.5 (Environmental claims).

A Virgin Atlantic spokesperson said: “While we are disappointed that the ASA has ruled in favour of a small number of complaints, we remain committed to open, accurate and transparent engagement on the challenge of decarbonisation.”

This ruling highlights the increasing scrutiny on environmental claims made by businesses. As consumers become more aware of climate change, regulators are placing greater emphasis on ensuring accurate and transparent advertising.

Corinne Tomsett at Danesmead ESG said: “This highlights the importance of a consistent definition of ‘sustainable’ that is easily understandable to consumers. It remains crucial that companies are not discouraged from progressing their sustainability activities and that they can do so within the bounds of regulation that is, understandably, putting more emphasis on companies avoiding greenwashing.”