Virgin Atlantic and Sir Richard Branson are campaigning against “an unholy alliance” of British Airways (BA) and American Airlines (AA).

The BA and AA alliance would allow the world’s two largest airlines to collaborate in ways normally prohibited by antitrust laws, e.g. coordinating fares and timetables. The pressure to allow such collusion comes from economic pressure felt by the airline industry. However, as Branson points out in the video below, a lack of competition will drive fares up in the long term. He says should the plan come to fruition, BA and AA would control 65% to 75% of the market.

Virgin Atlantic have painted a “NO WAY BA/AA” slogan on their planes to raise awareness of their rivals plans.