Inside VietJet's Controversial 'Greenwashing' Campaign
A promotional campaign by Vietnamese budget airline VietJet has been banned in Singapore after the city-state's advertising watchdog ruled the campaign made unsubstantiated environmental claims.
The “Green Friday” promotion, which offered air tickets for as little as US$64, was marketed as a way for travellers to “contribute to a greener future” by flying with VietJet.
The Advertising Standards Authority of Singapore (ASAS) concluded that the campaign breached the Singapore Code of Advertising Practice, which requires factual substantiation of claims.
The ruling marks the second time an advertisement in Singapore has been removed for making misleading green claims.
VietJet's misleading claims of sustainability
The campaign highlighted VietJet's “fuel-efficient” fleet and use of digital services such as e-tickets and online check-ins as evidence of its environmentally friendly credentials.
VietJet's fleet, composed primarily of Airbus A320 family aircraft, was promoted as “modern, fuel-efficient and environmentally friendly” due to features like “sharklets”—curved wing tips designed to reduce drag and save fuel.
However, ASAS's investigation revealed the environmental benefits claimed by VietJet were applicable only to specific combinations of aircraft and engine types, which represent only part of the airline's fleet.
“Consumers could not be assured of realizing the claimed reductions in fuel consumption and emissions,” said ASAS chairman Bryan Tan.
The watchdog also criticised the use of vague terms such as “eco-friendly” without adequate qualifiers.
In response to queries from Eco-Business, VietJet defended its claims, arguing that the promotion reflected its adoption of sustainable aviation fuel (SAF), which it said can reduce carbon emissions by up to 80% compared to traditional jet fuels.
VietJet stated it had conducted two SAF-powered flights in October 2024, but the airline did not disclose how many 'eco tickets' had been sold during the campaign or outline further actions to address public concerns following the ruling.
The growing examination of greenwashing in the aviation industry
The complaint to ASAS was lodged by Singapore resident Tan Hang Chong, who raised concerns about the misleading nature of VietJet's claims.
“The adoption of digital services like e-tickets and online check-ins is now a more ubiquitous practice among airlines. Hence the claim that VietJet’s services are more sustainable than other airlines may also require greater scrutiny,” Tan said.
The case comes amid heightened scrutiny of greenwashing in the aviation sector . In recent years, several airlines have faced backlash for overstating their sustainability credentials.
Dutch carrier KLM was found to have breached European consumer law with claims suggesting flying could be sustainable, while Qantas in Australia and Virgin Atlantic in the UK faced similar accusations over misleading advertising related to sustainability.
Environmental groups and regulatory bodies are increasingly calling for accountability in the aviation sector, which is responsible for 2.5% of global annual carbon emissions.
This proportion is expected to rise as demand for air travel grows, particularly in emerging markets like Vietnam .
The International Air Transport Association forecasts Vietnam's air transport market will reach 150 million passengers annually by 2035, making it the fifth fastest-growing aviation market globally.
The challenges of sustainable aviation
While VietJet highlighted its ambition to reach net zero emissions by 2050, experts have noted that the aviation industry's reliance on SAF and other technologies has significant limitations .
SAF currently accounts for a small fraction of total aviation fuel use, and the airline's two SAF-powered flights in 2024 represent a modest step within the context of its overall operations.
VietJet also touted its use of “eco-friendly materials” such as bamboo utensils on business class flights as part of its broader sustainability efforts.
However, critics argue these measures are insufficient to offset the broader environmental impact of air travel.
“Aviation remains one of the hardest industries to decarbonise,” said Bryan.
The ruling by ASAS follows a similar action in 2023 when an advertisement by electronics brand Prism+ was removed for making exaggerated claims about the environmental benefits of its air conditioners.
Despite growing pressure, Singapore does not yet have specific greenwashing legislation, leaving ASAS as the primary body addressing misleading advertisements.
“Terms like 'carbon neutral', 'natural' or 'eco' are increasingly coming under scrutiny worldwide," said Bryan. "Advertisers must ensure such claims are backed by verifiable evidence.”
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