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Google is stepping up its climate strategy with a deeper commitment to sustainable aviation fuel (SAF). In a new long-term agreement with American Express Global Business Travel and Shell Aviation, the tech giant will source SAF environmental attribute data through the Avelia registry.

This move highlights a bigger trend. Corporations are no longer just offsetting emissions—they are actively shaping clean fuel markets. For Google, SAF is becoming a critical tool to cut emissions from business travel, one of the hardest sectors to decarbonize.

Vrushali Gaud, Global Director of Climate Operations, Google, said:

“Sustainable aviation fuel represents a critical unlock for decarbonizing the hard-to-abate aviation sector and we recognize the importance of long-term agreements to increase demand and expand its availability. We view this as a key opportunity to support the broader ecosystem through this book and claim effort, while making progress towards reducing our own aviation emissions.”

How “Book and Claim” Is Changing the Future of Aviation Fuel

SAF offers a clear advantage. It can reduce lifecycle greenhouse gas emissions by up to 80% compared to traditional jet fuel. That makes it one of the most promising solutions for aviation, a sector with limited low-carbon alternatives.

Google’s participation in the Avelia platform shows how corporate demand can drive supply. Avelia uses a “book and claim” system, allowing companies to claim emissions reductions even if SAF is not physically used on their specific flight. Instead, SAF is added elsewhere in the fuel network, and the environmental benefits are tracked digitally using blockchain.

This system solves a major problem—limited fuel availability. SAF supply is still concentrated in a few locations, while demand is global. By separating physical fuel use from emissions accounting, Avelia expands access and encourages broader adoption.

The platform has already made measurable progress:

  • Over 64 million gallons of SAF have been supplied globally
  • More than 590,000 tonnes of CO₂ emissions avoided
  • Participation from 66 companies and airlines

These numbers signal growing momentum. More importantly, they show how digital infrastructure can accelerate climate solutions in traditional industries.

Beyond Flights: Google’s Broader Transport Strategy to Achieve Carbon-Neutral by 2030

Google’s SAF investment is only one part of a larger plan to cut transport emissions. The company is actively reducing the carbon footprint of both employee commuting and logistics.

Low-Carbon Commutes with EVs 

It promotes low-carbon commuting by offering shuttle services, encouraging carpooling, and supporting public transit, cycling, and walking. At its campuses, Google is also investing heavily in electric mobility. By 2024, it had installed over 6,000 EV charging ports across the U.S. and Canada. In India, electric vehicles already make up nearly a quarter of its internal commuter fleet.

Greening Global Shipping with SAF

The company is also tackling emissions from shipping. In 2023, Google partnered with DHL through its GoGreen Plus program. This initiative used SAF to transport devices across major global markets. After a successful pilot, the partnership expanded into a long-term agreement.

At the same time, Google is investing directly in SAF production. In 2024, it joined the United Airlines Ventures Sustainable Flight Fund, a $200+ million initiative supporting next-generation fuel technologies. The fund backs companies like Viridos and Svante, which are working on advanced fuel and carbon capture solutions.

Google is also a member of the Sustainable Aviation Buyers Alliance, further strengthening its role in shaping demand for cleaner aviation fuels.

google emissions
Source: GOOGLE

The Reality Check: SAF Growth Faces Real Barriers

Despite strong corporate interest, SAF still faces significant challenges. Global production is rising fast, but not fast enough.

Production increased 24 times since 2021 and is expected to reach around 713 million gallons by the end of 2025. However, this still represents less than 1% of total jet fuel demand.

Even more concerning, growth may slow in 2026. According to the International Air Transport Association (IATA), production is expected to rise only modestly, reaching about 2.4 million metric tons. At the same time, costs remain high—SAF can be two to five times more expensive than conventional fuel.

This price gap creates a major burden for airlines. In 2025 alone, SAF-related costs could reach $3.6 billion globally. Without stronger policy support, scaling production will remain difficult.

Policy and Market Shifts: A Fragmented Landscape

Policy support plays a crucial role in SAF growth, but global approaches remain uneven.

In the U.S., incentives are weakening. The Clean Fuel Production Tax Credit (45Z) will drop significantly in 2026, reducing financial support for SAF producers. This could slow investment and limit supply growth.

In contrast, Europe is pushing ahead. The ReFuelEU Aviation mandate requires a 2% SAF blend, while countries in Asia, including Singapore and Thailand, are introducing their own mandates starting in 2026.

This divergence creates uncertainty. Companies and producers must navigate different regulations across regions, making long-term planning more complex.

The Feedstock Challenge: The Biggest Bottleneck

Analysts say technology is not the main constraint for SAF—feedstock is.

SAF relies on low-carbon raw materials such as waste oils, agricultural residues, and synthetic fuels. These resources are limited and already in demand from other sectors like renewable diesel and bioenergy.

As competition intensifies, sustainability standards are also becoming stricter. Producers must prove that their feedstocks are traceable and truly low-carbon. This means rapid expansion is unlikely in the short term. Instead, companies are expected to focus on gradual capacity growth and flexible production strategies.

Considering all the above factors, 2026 will not deliver a breakthrough but it will test the foundation of the SAF market. Three factors will define progress:

  • Policy credibility: Governments must provide stable, long-term incentives
  • Feedstock strategy: Companies need reliable and sustainable supply chains
  • Procurement innovation: Airlines and corporations must adopt smarter purchasing models

Momentum is building, but it remains selective. Only companies that align these elements will succeed as the market evolves.

Looking Ahead: Strong Demand Signals for 2030 and Beyond

Despite the challenges, SkyNRG’s SAF Market Outlook gives optimistic long-term projections. It highlights that the demand could reach 15.5 million metric tons by 2030 under current trends.

By 2050, SAF could supply up to 16% of global aviation fuel demand. It is equivalent to roughly 72 million tonnes (24 billion gallons)—even without the introduction of new policy measures.

SAF
Source: SkyNRG

These numbers highlight one key point: demand is not the problem. The challenge lies in scaling supply efficiently and affordably. Nonetheless, sustainable aviation fuel holds real promise. It offers one of the few viable paths to reduce emissions in aviation without redesigning aircraft.

Google’s latest move shows how large corporations can accelerate this transition. But the road ahead remains complex. High costs, limited supply, and policy uncertainty continue to slow progress.

The bottom line is clear: SAF is not scaling overnight. But with the right mix of corporate demand, policy support, and innovation, it could become a cornerstone of clean aviation in the decades ahead.

The post Google Expands SAF Strategy with Amex GBT and Shell Aviation to Cut Aviation Emissions appeared first on Carbon Credits.

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MRV and Additionality: The Two Questions Your Auditor Will Ask First

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What auditors actually test, where projects actually fail, and the contract clauses that protect you before signature.

The meeting happens about fourteen months after the contract was signed. Your assurance provider has reached the nature-based investment line in your Scope 3 file, and the partner across the table has exactly two questions. How do you know the reductions happened? And how do you know they would not have happened anyway?

The first question is MRV: measurement, reporting, and verification. The second is additionality. Between them, they decide whether your nature-based investment counts, in your inventory, in your disclosure, and in front of your board. Everything else in the project documentation is supporting material for these two answers.

This article walks through what each question actually tests, where projects most commonly fail, what digital MRV has changed (and what it has not), and the contract clauses that protect you. The goal is to give you the diligence framework before you sign, because after the credit issues is the wrong time to discover the answers were weak.

What MRV actually verifies

MRV is the machinery that turns a field intervention into a defensible number. Measurement covers the data: biomass surveys, soil sampling, remote sensing, activity records from participating farms. Reporting covers the translation of that data into claimed reductions under a recognised methodology. Verification covers the independent check: an accredited third party tests the reporting against the methodology and the evidence.

The methodologies live in registries. Verra’s Verified Carbon Standard and the Gold Standard are the two largest for nature-based projects, and each publishes the methodology documents, monitoring requirements, and verification protocols that a project must follow. The ICVCM Assessment Framework now sits above the registries, assessing whole methodologies against the Core Carbon Principles and granting the CCP label to those that pass.

For a buyer, the practical questions are concrete. What is the monitoring frequency, and is it specified in the project design document or left vague? Who is the verifier, how were they selected, and how often do they rotate? What raw data do you, the buyer, get access to, and in what format? A project that answers these in writing is a different procurement than one that answers them in a sales call.

What additionality actually proves

Additionality asks whether the intervention caused the reduction, or whether the reduction would have happened anyway. The test is a counterfactual: what would this landscape, this farm, this forest have done without the project’s money?

Three forms matter in practice. Financial additionality asks whether the project needed the carbon revenue to proceed. Regulatory additionality asks whether the activity was already required by law. Common-practice additionality asks whether the activity is already standard in the region, in which case paying for it buys you nothing the world was not getting for free.

The reason additionality dominates audit conversations is recent history. Research published in 2023, including the Science paper examined at length in our piece on conventional offsets and boardroom credibility, found that a large share of REDD+ credits failed the counterfactual test because baselines were inflated. The market response was a wave of methodology revisions at Verra and the arrival of independent ratings agencies whose entire business is re-testing additionality claims. The Carbon Credit Quality Initiative publishes transparent scoring of methodologies on exactly this dimension, and it is free to consult before you sign anything.

Where projects most commonly fail the test

Five failure modes account for most of the wreckage.

  • Inflated baselines. The counterfactual assumes more deforestation, more degradation, or lower yields than the evidence supports. The claimed reduction is the gap between reality and the baseline, so an inflated baseline manufactures reductions from nothing.
  • Unaccounted leakage. The project protects one forest and the logging moves to the next valley. The methodology is supposed to net this out; weak projects estimate it optimistically.
  • Thin permanence protection. Nature-based carbon can reverse: fire, pest, drought, or a change of landowner. Buffer pools and insurance mechanisms exist for this, but their adequacy varies enormously between projects.
  • Attribution and double counting. In supply chain settings, the same reduction can be claimed by the supplier, the buyer, and a credit purchaser unless contracts prevent it. Our Insetting vs Offsetting piece covers the inventory rules; the point here is that the auditor will ask who else is counting this tonne.
  • Stale monitoring. Data collected at validation and never refreshed. The IPCC AR6 Working Group III land-sector chapter documents how quickly carbon stocks respond to disturbance; a three-year-old measurement is a historical artifact, not a current claim.

What digital MRV changes, and what it does not

Digital MRV is the genuine improvement in the field. Satellite remote sensing, including the free archives at NASA Earthdata, allows biomass and land-cover change to be monitored continuously rather than at multi-year verification intervals. Soil carbon models calibrated with physical sampling reduce the cost of agricultural measurement. The practical effect is more frequent data at lower cost, which compresses the window in which a problem can hide.

What digital MRV does not change is judgment. Baselines are still human decisions about counterfactuals. Additionality is still an argument, not a measurement. Research groups such as the Oxford Smith School have been clear on this point: better sensors improve the M in MRV, but the integrity questions live in the assumptions, and assumptions need governance, not gadgets.

For a buyer, the test is simple. Ask the provider what is measured by instrument, what is estimated by model, and what is assumed by methodology. A provider who can answer that question crisply understands their own evidence chain. A provider who cannot is selling you their confidence rather than their data.

What to require in your contract

The diligence above converts into five contract clauses.

  • Monitoring cadence and buyer data access, specified by dataset and frequency.
  • Verifier independence, named accreditation, and rotation terms.
  • Baseline revision triggers, so the counterfactual updates when the methodology or the evidence changes.
  • Reversal liability and buffer adequacy, with the mechanism named and sized.
  • Documentation handover in audit-ready form, so the evidence file your assurance provider needs already exists.

None of these clauses is exotic. All of them are absent from weak contracts, and their absence is the most reliable early signal that the MRV and additionality answers will be weak too.

If you are evaluating a nature-based investment and want the MRV and additionality stress-tested before signature rather than after, the carbon and sustainability experts at Carbon Credit Capital can run that review against any project on your shortlist, and design nature-based supply chain investments where the evidence chain is built audit-first. Schedule a consultation.

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The EU’s New Green Claims Rules and Carbon Credits

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EU Directive: Empowering Consumers for the Green Transition (ECGT)

The EU Directive, Empowering Consumers for the Green Transition (ECGT), takes effect on September 27, 2026.(1) The goal of ECGT is to protect consumers by ensuring that environmental claims are fair, understandable, and reliable. This regulation does create a new compliance requirement for businesses, but it also provides sustainability and marketing teams with important guidance that helps create consistency in sustainability communications.

Key takeaways

  • ECGT takes effect September 27, 2026, and prohibits claims that a product or service has a neutral, reduced, or positive environmental impact based on offsetting alone.
  • Named example phrases the regulation prohibits include climate neutral, CO2 neutral certified, carbon positive, climate net zero, climate compensated, reduced climate impact, and limited CO2 footprint.
  • ECGT does not want to deter investment in carbon credits. It wants companies to communicate the real benefits of the projects they support instead.
  • SBTi’s guidance recommends framing carbon credits as taking responsibility for ongoing emissions, not as making a product or company neutral.
  • Voluntary carbon projects deliver real climate progress: reducing super-pollutants, protecting and restoring ecosystems, and supporting communities.

Regarding carbon credits specifically, voluntary carbon projects deliver important climate progress and environmental benefits that provide many talking points for companies. They reduce climate super-pollutants by removing industrial emissions like methane, N2O, HFCs and others. They protect and restore valuable ecosystems and carbon sinks like forests, mangroves and grasslands. They help communities by reducing local pollution, creating employment opportunities, improving access to healthcare, and more.

The Science Based Targets Initiative (SBTi), a global leader in business climate action, concludes that alongside aggressive decarbonization, we should also use high quality carbon credits to take responsibility for our ongoing emissions. SBTi recognizes that carbon credits are important “to help limit temperature overshoot, mitigate transition risks, and support climate solutions.”(2)

ECGT language on carbon offsetting says that they do not want to deter investment in carbon credits. They just want companies to focus on communicating the benefits of the projects they support and avoid claims beyond the scope of carbon credits, which is good for everyone, companies and consumers alike.

The regulation reinforces that carbon credits do not change the sustainability of your products, so carbon credit buyers should not suggest that their products are more sustainable because of carbon credits. Instead, companies need to promote their climate contributions as a way to compensate or take responsibility for their carbon emissions by supporting projects that do great things like reducing global carbon emissions, reducing pollution, preventing deforestation, restoring forests, and more.

ECGT language related to carbon offsetting

The regulation is particularly focused on prohibiting claims, based on offsetting greenhouse gas emissions, that a product or service has a neutral, reduced, or positive impact on the environment in terms of greenhouse gas emissions. These claims are prohibited in all circumstances because they mislead consumers into believing the claim relates to the product itself, or to how it was made and supplied, or into thinking that using the product carries no environmental impact at all.

Named examples of prohibited claims include:

  • climate neutral
  • CO2 neutral certified
  • carbon positive
  • climate net zero
  • climate compensated
  • reduced climate impact
  • limited CO2 footprint

These claims are only allowed when they rest on a product’s actual lifecycle impact, not on offsetting emissions outside that product’s value chain, since the two are not equivalent. This prohibition does not stop companies from advertising their investments in environmental initiatives, including carbon credit projects, as long as they present that information in a way that is not misleading and that meets the other requirements of Union law.(1)

SBTi also provides guidance on climate contribution language in its Corporate Net Zero Standard Version 2.0 Draft for Second Public Consultation, November 2025. While the SBTi language is fairly technical, it has a good framework for crafting a climate contribution message.

SBTi Language for Carbon Credits(3)

  • Take responsibility for ongoing emissions by delivering mitigation impact contributions
  • Carbon credits certify the mitigation outcomes of projects that reduce, avoid, or remove carbon emissions
  • Activities that reduce emissions from emission sources not located within the company’s value chain
  • Activities that conserve, protect, and enhance natural carbon sinks
  • Activities that capture and store carbon in storage pools

SBTi’s draft standard also walks through sample claim language for this kind of contribution. In general, the samples move from a simple percentage statement, to naming a specific verified tonnage tied to that percentage, to a fuller statement that breaks the tonnage into reductions versus removals. Across all three, the framing stays consistent: a company took responsibility for a defined share of its ongoing emissions over a set period, by funding a specific, verified amount of mitigation, achieved through emission reductions or removals.(3)

FAQ: ECGT and Carbon Credit Claims

When does the ECGT directive take effect?

The rules apply across the EU from September 27, 2026, after member states transposed the directive into national law by March 27, 2026.

Does ECGT ban carbon offsetting?

No. It bans specific marketing claims that a product or service is environmentally neutral, reduced impact, or positive based on offsetting. Advertising investment in carbon credit projects themselves is still allowed if it is not misleading.

What phrases does ECGT specifically prohibit?

Named examples include climate neutral, CO2 neutral certified, carbon positive, climate net zero, climate compensated, reduced climate impact, and limited CO2 footprint, when those claims are based on offsetting rather than a product’s actual lifecycle impact.

How should a company describe its carbon credit purchases instead?

SBTi’s guidance recommends stating the specific verified tonnage of emissions reductions or removals funded and describing that as taking responsibility for a defined share of ongoing emissions, rather than claiming the company or product is neutral.

Does this rule apply to company level sustainability claims too?

ECGT is focused on claims about specific products and services in consumer marketing. Broader company level sustainability communication is a separate matter still governed by other existing rules.

While ECGT does add a new compliance burden for businesses, it helps create consistency in sustainability messaging that is important to building confidence in voluntary carbon projects and scaling the industry to help us achieve progress on global carbon emissions.

Disclaimer: Terrapass does not provide legal or regulatory advice. Any interpretation of regulation must be approved by your legal representative.

References:
(1) https://eur-lex.europa.eu/eli/dir/2024/825/oj
(2) https://files.sciencebasedtargets.org/production/files/Corporate-Net-Zero-Standard-version-2.pdf
(3) https://files.sciencebasedtargets.org/production/files/CNZS-V2-Second-Consultation-Draft.pdf

The post The EU’s New Green Claims Rules and Carbon Credits appeared first on Terrapass.

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Want a simpler way to buy carbon credits? Discover our carbon marketplace

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Most businesses that decide to act on their net-zero targets reach the same point of friction. Buying carbon credits has meant tracking down brokers, sitting through sales calls, and requesting a quote just to learn a price, sometimes with limited proof of what you are buying.

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