VietJet's Scope 3 Emissions Scrutinised

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This is only the second time Singapore's advertising watchdog has banned an advertisement campaign based due to greenwashing | Credit: VietJet
VietJet's "Green Friday" campaign sparks debate over Scope 3 emissions claims, highlighting challenges in sustainability and transparency in aviation

The aviation industry faces mounting challenges in addressing Scope 3 emissions, a critical aspect of its environmental footprint. VietJet's recent "Green Friday" promotion exemplifies these difficulties, sparking debate over indirect emissions and the accuracy of sustainability claims.

The campaign and its claims

VietJet's "Green Friday" campaign, which marketed tickets as low as US$64, invited travellers to "contribute to a greener future."

The promotion emphasised the airline's fuel-efficient Airbus A320 family aircraft and digital services like e-tickets and online check-ins as evidence of environmental friendliness.

However, Singapore's Advertising Standards Authority (ASAS) ruled that these claims were unsubstantiated. ASAS noted that VietJet's assertions about its aircraft applied only to specific engine combinations, not the entire fleet.

Additionally, the cited environmental benefits from digital services were deemed standard industry practices rather than meaningful differentiators.

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Sustainable aviation fuel: A limited impact

VietJet has made strides toward sustainability through its adoption of Sustainable Aviation Fuel (SAF), which addresses the "Fuel—and energy-related activities" category of Scope 3 emissions. SAF can reduce carbon emissions by up to 80% compared to traditional jet fuels.

Despite this, the airline's efforts remain nascent. In October 2024, only two SAF-powered flights were conducted, limiting its impact on overall Scope 3 emissions. As the aviation industry grapples with technological and economic barriers to scaling SAF usage, the sector's reliance on fossil fuels persists.

The broader challenge of Scope 3 emissions

The aviation industry accounts for 2.5% of global carbon emissions annually, with Scope 3 emissions — including upstream and downstream activities — making up a significant portion of its total footprint. Addressing these emissions is a complex task requiring transparency and innovation.

Singapore resident Tan Hang Chong commented on the sector's practices: "The adoption of digital services like e-tickets and online check-ins is now a more ubiquitous practice among airlines."

While these measures reduce paper waste and improve efficiency, they fall short of substantially mitigating Scope 3 emissions.

Increasing scrutiny of sustainability claims

Bryan Tan, Chairman of ASAS | Credit: Reed Smith LLP

VietJet's case highlights the growing global demand for verifiable sustainability claims. As ASAS chairman Bryan Tan noted: "Terms like 'carbon neutral,' 'natural' or 'eco' are increasingly under scrutiny worldwide."

Given its significant environmental impact, the aviation industry, in particular, faces pressure to substantiate its claims.

Accurate reporting and transparency are crucial for building trust with consumers and regulators. Without robust evidence, claims about fuel efficiency, SAF adoption or other green initiatives risk being dismissed as greenwashing.

Toward a net-zero future

VietJet's ambition to achieve net-zero emissions by 2050 reflects the industry's broader commitment to sustainability. However, experts emphasise that achieving the goal requires systemic change.

While promising, SAF is not yet produced at the scale needed to offset the industry's carbon footprint. Investments in other technologies, such as hydrogen-powered aircraft and enhanced operational efficiencies, will also be critical.

VietJet's 'Green Friday' campaign has caused real controversy in Singapore | Credit: VietJet

Lessons for the aviation industry

The VietJet "Green Friday" campaign is a case study for airlines navigating sustainability challenges. To meaningfully reduce Scope 3 emissions and gain consumer trust, airlines must:

  1. Provide verifiable data to back sustainability claims.
  2. Scale up the use of alternative fuels like SAF.
  3. Invest in innovation to address indirect emissions throughout the value chain.

The aviation sector's journey to sustainability is long, but it is imperative. As VietJet's experience shows, transparency, accountability and genuine commitment are the keys to achieving meaningful progress.


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