Virgin Atlantic’s 100% SAF Claim Grounded by Watchdog Ruling
Virgin Atlantic’s claim of flying the first transatlantic flight powered entirely by sustainable aviation fuel (SAF) has hit turbulence, as the UK’s Advertising Standards Authority (ASA) ruled the advertisement misleading.
Photo Source: Fly With Virgin Atlantic
The ad highlighted a flight from London Heathrow to JFK, promoted as the world’s first commercial transatlantic flight powered solely by SAF, made from industrial cornstarch and non-edible animal fats. While the ad suggested this was a groundbreaking step towards greener aviation, the ASA pointed out that SAF, despite being a lower-carbon alternative during production, still generates significant CO2 emissions in flight. Moreover, the production of SAF can lead to other environmental costs and trade-offs, which the ad failed to disclose.
The ASA concluded that the ad could mislead listeners into believing the fuel was 100% sustainable without environmental impact. The ruling underscores the importance of transparency in claims related to sustainability, particularly in the aviation industry, where emissions reduction is a critical goal.
Virgin Atlantic, while expressing disappointment in the ASA’s decision, reiterated its commitment to achieving net zero emissions by 2050, with SAF playing a crucial role in this endeavor. The airline emphasized its dedication to clear and accurate communication about its efforts to decarbonize long-haul aviation.
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