Overview

• Virgin Atlantic's radio ad claimed to be the first transatlantic flight using '100% sustainable fuel'.
• The ASA received five complaints arguing the term '100% sustainable fuel' was misleading.
• The ASA ruled that the ad could imply the flight had no emissions, which is inaccurate.
• Virgin Atlantic defended the ad, stating it followed terminology used by the Department for Transport.
• Future ads must include qualifying information about the environmental impact of sustainable fuels.