The UK Advertising Standards Agency (ASA) has taken a decisive step by banning Virgin Atlantic's radio advertisement promoting its landmark sustainable aviation fuel (SAF) powered flight. The ad, which stated:

“Virgin Atlantic's Flight 100 will take to the skies on our unique flight mission from London Heathrow to JFK to become the world's first commercial airline to fly transatlantic on 100% sustainable aviation fuel,” 

It was deemed misleading as a significant proportion of consumers would likely interpret this claim of "100% sustainable aviation fuel" to mean the fuel used was 100% sustainable, which isn't the case.

Virgin Atlantic admitted to the ASA that while the SAF used for the flight produces lower carbon emissions during its production, the emissions during the flight itself are comparable to traditional jet fuel. This discrepancy led the ASA to conclude that the advertisement gave a false impression of the environmental benefits of the flight.

Miles Lockwood, ASA’s Director of Complaints and Investigations said:

“Claiming that a product or service is sustainable creates an impression that it is not causing harm to the environment and for that reason we expect to see robust evidence that this is the case,” 

“It's important that claims for sustainable aviation fuel spell out what the reality is so consumers aren't misled into thinking that the flight they are taking is greener than it really is.”

Moving forward, the ASA has mandated that any future Virgin Atlantic advertisements referencing SAF must clearly explain the actual environmental impact of the fuel. 

The advertising watchdog has cautioned companies when promoting their climate mitigation or eco-friendly initiatives, emphasising that all claims must be substantiated.

A Virgin Atlantic spokesperson said: "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 decarbonising long haul aviation.”

A Helpful and Practical Consideration:

Imagine your friend is trying to be as environmentally conscious as possible when booking flights. Would your sustainability claims lead them to choose your airline over others, thinking it's the greener option? If so, are these claims fully transparent, or are you withholding details that might change their decision?

This scenario underscores the importance of honest communication. If your claims suggest a product is more sustainable than it actually is, you risk not only misleading consumers but also damaging your brand's credibility. Always ensure that the environmental benefits of your products or services are clearly and accurately represented. This approach builds trust with consumers and upholds the integrity of your sustainability efforts.

Also consider what your claim means in relation to the customer's obvious expectations - SAF may be a key part of your net zero strategy, but would a customer expect their flight is 100% emissions free? Consider drawing the connection to the impact that has, whether that’s on emission reduction or otherwise.  

What is Sustainable Aviation Fuel?

Sustainable Aviation Fuel (SAF) is a common industry term used and considered as a critical component in the aviation industry's efforts to reduce its carbon footprint. SAF is produced from renewable resources such as waste fats, oils, greases and synthetic aromatic kerosene (SAK), derived from plant sugars. Although in-flight CO₂ emissions combusted from using SAF is similar to those of burning conventional jet fuel, the overall environmental impact is lower when considering the lifecycle of SAF’s emissions as there are lower emissions emitted during the production of SAF as compared to fossil fuel.

The industry does face challenges in scaling up SAF use due to technological constraints and its high costs, but it is one available solution that can help reduce the environmental impact of air travel currently.

Other sustainability related news in the Aviation Industry

🇬🇧 UK to Implement 2% Sustainable Aviation Fuel Mandate in 2025

In a pioneering move, the UK government has announced a mandate requiring airlines to use at least 2% SAF starting from January 1, 2025. The mandate aims to increase this percentage to 10% by 2030 and 22% by 2040, subject to Parliamentary approval. This initiative is a significant part of the UK’s strategy to decarbonise air travel and foster economic growth, positioning Britain as a leader in clean energy.

The production of sustainable aviation fuel is expected to inject over £1.8 billion into the UK economy and create more than 10,000 jobs nationwide. This dual focus on environmental sustainability and economic growth underscores the UK's commitment to becoming a clean energy superpower.

As the aviation industry continues to grapple with the challenge of reducing emissions, these developments reflect a broader trend of regulatory bodies and governments pushing for more transparency and accountability in environmental claims and strategies.

✈️ Air New Zealand drops 2030 Emissions Reduction Targets

Just last week Air New Zealand announced their decision to drop their 2030 emissions reduction target, citing challenges in achieving it amidst current technological and operational constraints with fuel efficient aircrafts and high green fuel prices. 

Why? It wasn’t going to realistically happen. It’s not a decision Air New Zealand would have taken lightly or quickly, but acknowledging it was not realistically achievable and a revision is needed is honest and transparent. Air New Zealand has made it clear they are still committed to an industry-wide target of net zero emissions by 2050 and is working on a new near-term goal. 

If a company has emission reduction targets that includes Scope 3 and they haven’t asked their suppliers for their primary emissions data or their plans to measure and reduce, it’s a red flag. 

Air New Zealand is the first airline to revise their targets and this move marks a notable moment of transparency in the aviation sector. We should expect companies will need to revise their targets and adapt as we navigate through the Net Zero Supply Chain Challenge.

Learn more with our “Big Challenges, Simple Remedies” - Engage for Action

Final takeaway?

Decarbonising the aviation industry is challenging, but ongoing transparency and robust evidence will be key in achieving meaningful progress towards net zero emissions. Part of that journey will require engaging with suppliers and that’s where Sumday can help. Sumday supports companies to upskill their teams, complete audit-ready GHG accounting, and engage with customers and suppliers to understand their emissions in a way that’s actually valuable to them. It’s crucial to know where your company and your value chain stand, which informs the kind of claims you are comfortable making in this space.