ASA Bans Virgin Atlantic Ad Over Misleading Sustainable Aviation Fuel Claim

The UK Advertising Standards Authority (ASA) has banned a Virgin Atlantic advertisement promoting a government-backed transatlantic flight powered by sustainable aviation fuel (SAF) for being “misleading.” The ad claimed the flight used “100% sustainable aviation fuel,” a description that mirrors the UK government’s own portrayal of the event.

The ad referred to Virgin Atlantic’s “Flight 100” in late November 2023. This flight was part of a consortium effort that included Rolls Royce, Boeing, the University of Sheffield, Imperial College London, ICF, and the Rocky Mountain Institute, and was funded by the UK Government’s Department for Transport (DfT). The flight was intended to fulfill a 2022 UK government pledge to deliver the first net-zero emissions transatlantic flight powered entirely by SAF by the end of 2023.

Departing from London’s Heathrow Airport and landing at JFK Airport, the flight used SAF made from waste fats, oils, greases, and synthetic aromatic kerosene (SAK) derived from plant sugars.

The ASA’s ruling followed complaints from five individuals who argued that the claim “100% sustainable aviation fuel” was misleading and suggested the fuel had no negative environmental impact. The ASA acknowledged Virgin Atlantic’s defense that the term “100% sustainable aviation fuel” is a widely accepted industry term used by governments, regulators, industry bodies, fuel companies, the International Civil Aviation Organisation (ICAO), airlines, academia, aircraft and engine manufacturers, and mainstream media. Virgin Atlantic cited surveys showing that most people understood the claim referred to the proportion of sustainable aviation fuel used.

Virgin Atlantic also pointed out that the DfT used the same terminology in its competition invitation for the flight participants. A government press release following the flight continued to use the “100% sustainable aviation fuel” phrase, stating, “Transport Secretary takes to the sky in world’s first 100% sustainable aviation fuel (SAF) transatlantic flight by a commercial airline, made possible by up to £1 million of UK government funding.”

Despite this, the ASA upheld the complaint, ruling that the ad’s claim was misleading and violated codes related to misleading advertising and environmental claims. The ASA directed Virgin Atlantic to ensure future ads about SAF include information explaining the environmental impact of the fuel.

In response to the ruling, a Virgin Atlantic spokesperson expressed disappointment, noting that SAF is a globally recognized term for fossil-alternative aviation fuels that meet specific sustainability criteria. The spokesperson emphasized the importance of SAF in achieving net zero by 2050 and highlighted the success of Flight100 in proving SAF as a viable, 100% drop-in replacement for fossil fuels.

The spokesperson added, “We’re committed to achieving net zero by 2050 and key to this will be using Sustainable Aviation Fuel (SAF), which is one of the most immediate levers to decarbonizing long-haul aviation. Flight100 proved that SAF is a safe, 100% drop-in replacement for fossil fuel and while 100% adoption across every flight may be decades away, we demonstrated the radical collaboration required to drive increased production, supply, and uptake in the UK.”