UK bans Shell clean energy campaign for ‘misleading’

drive from Advertising from the oil company coincidence It was banned on Wednesday, 7th, by the ad screening agency in United kingdomto indicate that a large proportion of its business has been in low-carbon energy, even though fossil fuels make up the “vast majority” of its operations.

A television ad campaign, YouTube video and poster campaign in Bristol, England variously described the provision of 100% renewable energy to large numbers of British homes, the installation of charging points for electric vehicles, and the leadership of the energy transition by Shell.

In its written decision, the Advertising Standards Authority (ASA) ruled that consumers would interpret the advertising material as making “a broader claim about Shell as a whole providing clean energy”.

While Shell has a clean energy business, the company estimates that its operations released approximately 1.4 billion tons of heat-trapping carbon dioxide in 2021. In a statement, Shell spokeswoman Tara LeMay said the company “strongly opposes” the ASA’s decision, “which It may slow the UK’s push towards renewable energy.”

The Adfree Cities group has filed a complaint with the ASA about the commercials, arguing that they left out important information about Shell’s overall environmental impact. He also argued that Shell’s claim that 78,000 homes in the southwest of England and 1.4 million homes in the UK use 100% clean energy was misleading.

The ASA’s decision notes that the campaign gave the impression that “low carbon energy products represent a significant proportion of the energy products that Shell has invested in and sold in the UK in 2022, or is likely to become in the near future”. The agency also found that Shell had substantiated its claims of supplying many British homes with 100% renewable energy, and that part of that claim was not substantiated. The ASA ordered Shell not to run the campaign again in its current format.

Adfree Cities campaigner Veronica Wignall, who led the complaint, said the ruling “marks the end of the UK’s fossil fuel green washing line”, but added that the ruling “doesn’t go far enough”. Greenwashing refers to the false promotion of environmentally responsible initiatives. Veronica has called for tough legislation to stop advertising on fossil fuels.

But Shell’s Tara Lemay said, “People are already very aware that Shell produces petroleum and the Gas They depend on it today.” Lemay cited a survey of 1,700 British adults that found 83% associated the company with petrol stations. What many people don’t know is that we’re also investing heavily in low-carbon and zero-carbon energy, he said.

Shell has faced allegations of laundering of promotional material. In 2021, the Dutch advertising watchdog told the company to stop running a campaign saying its fuel was carbon-neutral, a claim based on its offset programme. / ap