Here is an article from Norton Rose Fulbright about a recent decision from the UK’s Advertising Standards Authority (ASA) against Virgin Atlantic concerning greenwashing. In 2022, Virgin Atlantic aired radio advertising about their transatlantic “Flight 100”:
“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. When they said it was too difficult, we said: challenge accepted. Virgin Atlantic Flight 100. See the world differently.”
Five complainants argued that the claim “100% sustainable aviation fuel” gave a misleading impression and challenged whether it could be substantiated.
“Ultimately, the ASA concluded that the unqualified claim of 100% sustainable aviation fuel in the advert was misleading, and directed Virgin Atlantic to ensure that future communications referring to the use of SAF include qualifying information which explain the environmental impact of the fuel.”
The memo provides five steps airlines can take to reduce the risk of greenwashing complaints, which are equally relevant to any industry. Likewise, this admonition from the authors:
“The UK ASA decision underscored the need to exercise caution when referring to industry terms in consumer marketing. This will become increasingly important, not just in general marketing, but in specific advertising of ESG products to consumers…”
Another compelling reason to simplify your sustainability communications/messaging and avoid jargon. Members can access our Guidebook Simplifying ESG/Sustainability Business Value for more information and ideas.
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Photo credit: Paul – stock.adobe.com
