UK advertising authority upholds complaints against Virgin Atlantic’s SAF ad

The UK Advertising Standards Authority (ASA) has upheld complaints against Virgin Atlantic’s sustainable aviation fuel (SAF) radio advertisement on August 7, 2024. The ASA received five complaints against the advertisement – first heard on November 24, 2023 – claiming the “100% sustainable aviation fuel” statement had given a “misleading impression of the fuel’s environmental impact”. The advert had described its – at the time – upcoming Flight100. The flight had taken off on November 28, 2023, from London Heathrow to JFK using 100% SAF. “[Virgin] believed consumers would understand the term ‘100% sustainable aviation fuel’ in the context of the