The use of the term ‘Sustainable Aviation Fuels’ in B2C commercial communications

Concern has arisen around the legal conditions under which the aviation industry can use the term “sustainable aviation fuels” (SAF) in commercial communications targeting European consumers. In particular, the question has emerged of whether and to what extent the so-called ReFuelEU Aviation Regulation involves that airlines can lawfully use this term when addressing consumers. 

This memo establishes that the conditions for the lawful use of environmental claims linked to alternative aviation fuels in B2C commercial communications are governed by the Unfair Commercial Practices Directive. The ReFuelEU Aviation Regulation does not overrule the provisions of the UCPD. 

This study, authored by Prof. dr. Paul Verbruggen, was commissioned by BEUC. The views expressed in this document are the responsibility of the author. They do not necessarily represent the official position of BEUC or its members.