Virgin Atlantic’s Ad for First 100% SAF Transatlantic Flight Banned for Misleading Claims

Virgin Atlantic’s ad for its landmark ‘Flight 100’, the first transatlantic flight using 100 percent sustainable aviation fuel (SAF), has been banned in the UK by the Advertising Standards Authority (ASA). The ASA found the claim “100 percent sustainable aviation fuel” misleading, as it could make listeners believe the fuel had no environmental impact, breaching several advertising codes.

Despite Virgin Atlantic’s defense referencing a consumer survey and government terminology, the ASA concluded that many listeners did not fully understand the environmental impact of SAF. The survey revealed significant misconceptions, with some believing SAF had zero environmental impact.

Myles Corey, founder of Spaero, commented: “This case highlights a critical challenge for the aviation industry—balancing innovation in sustainable practices with transparent communication. It’s essential that airlines lead in educating the public about the realistic environmental benefits and limitations of these advancements.”