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ARTICLE · 03 SEPTEMBER 2024

Is Greenhushing Stifling Green Innovation?

Global Advertising Lawyers Alliance (GALA)
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Like most middle-aged men, I'm a small boy at heart. I like cars and ships and trains and even aircraft, provided I don't have to fly in them. So I was genuinely excited on 28th November 2023 when Virgin Atlantic flew...

United StatesTransport

Like most middle-aged men, I'm a small boy at heart. I like cars and ships and trains and even aircraft, provided I don't have to fly in them. So I was genuinely excited on 28th November 2023 when Virgin Atlantic flew a commercial airliner from London to New York using only sustainable aviation fuel (SAF). Numerous Advertising Standards Authority (ASA) adjudications have upheld complaints against various airlines for using references to SAF to burnish their green credentials, when in truth it only accounts for a small proportion of their fuel usage. But this flight demonstrated that a conventional airliner could cross the Atlantic propelled exclusively by SAF in potentially the biggest technological breakthrough in transatlantic flight since Alcock and Brown first traversed the ocean in their modified Vickers Vimy bomber in 1919. And this time, neither pilot nor navigator had to shin out onto the wings of the aircraft to knock the ice off the wings, in what apparently

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