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Last November, Virgin Atlantic Airways made headlines for completing the world’s first transatlantic flight using “100 percent sustainable aviation fuel.”
This week, the Advertising Standard Authority (ASA) of the U.K. banned a Virgin radio ad released prior to the flight, in which they touted their “unique flight mission.” While Virgin did use fuel that releases fewer emissions than traditional supplies, the regulatory agency deemed the company’s sustainability claim “misleading” because it failed to give a full picture of the adverse environmental and climate impacts of fuel.
“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,” Miles Lockwood, director of complaints and investigations at the ASA, said in a statement.
The ruling is the latest in a string of greenwashing crackdowns against sustainable aviation fuels (SAFs), which are made of components other than fossil fuels. In recent years, the U.K. and U.S. governments and private sector have offered incentives and funds to help ramp up SAF production. But skeptics say the alternative fuels will hardly make a dent in the airline industry’s large carbon footprint.
Plant-powered flights
Aviation accounts for roughly 2.5 percent of global emissions, largely from the burning of petroleum-based fuels. Sustainable aviation fuels have been made with a number of alternative ingredients—from worn-out tires to plastic waste (though my colleague James Bruggers has previously covered some setbacks in the plastic-to-jet-fuel field).
The majority of SAFs are made using materials already found in the environment, such as cooking fats or plant oils. These alternative fuels still emit carbon dioxide when they burn, but they typically have lower “lifecycle” emissions than petroleum-based fuels due to the way they are harvested. SAFs tap into renewable resources found in the environment instead of fossil fuels that have trapped carbon underground for millions of years.
Currently, international standards require SAFs to be mixed with conventional fuels, which enables airlines to continue using the same infrastructure rather than developing new aircraft that can handle exclusively bio-based accelerants. To qualify as “sustainable” for U.S. tax credits, though, the mixture must cut net emissions by at least 50 percent compared with exclusively oil-based fuels.