An advert for the world’s first transatlantic flight to be 100% powered by so-called sustainable aviation fuel (SAF) has been banned, as the advertising watchdog said it was misleading.
The radio ad, which promoted the transatlantic flight, was misleading in its unqualified “100% sustainable aviation fuel” claim, said regulator the Advertising Standards Agency (ASA).
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Future Virgin Atlantic ads referencing SAF must include information explaining the environmental impact of the fuel, the ASA added.
The decision strikes at airlines’ ability to promote a key plank of their emissions reduction goals.
What did the ad say?
First aired in November, the ad informed listeners about the first long-haul commercial aircraft to fly across the Atlantic using 100% SAF, comprised of sugar from industrial cornstarch and animal fats unsuitable for human consumption.
“On the 28th of November, 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,” the ad said.
“When they said it was too difficult, we said: ‘challenge accepted.’ Virgin Atlantic Flight 100. See the world differently.”
No commercial passengers were on board for the journey. Previously airlines were only permitted to use fossil fuels and up to 50% SAF to power their flights.
What was the problem?
A significant proportion of listeners would understand that “100% sustainable aviation fuel” meant that the fuel used was 100% sustainable but…
