Oil and gas giant Shell have had some of their adverts in the UK banned for misleading claims about how clean their overall energy production is.The ban applies to one TV advert, a poster displayed in Bristol and a YouTube ad, all shown in 2022.
The Advertising Standards Authority ruled they all left out information on Shell's more polluting work with fossil fuels. The selection of ads were likely to mislead consumers as they "misrepresented the contribution that lower-carbon initiatives played, or would play in the near future" compared with the rest of the company's operations.
Shell however "strongly" disagreed with the ASA's findings.
Whatever. The adverts cannot be shown in their current form again, the ASA decreed.
One of the banned advertisements was a poster shown in Bristol, with the text "Bristol is ready for cleaner energy". It included text quoting the number of homes in the South West of England which used renewable electricity.
The ASA maintained the poster was fallacious because it gave the impression that Shell as a whole were providing cleaner energy.
A spokesperson for Shell said the ASA's decision "could slow the UK's drive towards renewable energy".
"No energy transition can be successful if people are not aware of the alternatives available to them. That is what our adverts set out to show, and that is why we're concerned by this short-sighted decision", the spokesperson added.
The ruling comes as ASA are combating companies overstating their environmental friendliness, known as "corporate greenwashing". They included “green” ads in the UK by Spanish oil company Repsol and Malaysia’s Petronas for not providing full information on their activities and carbon reduction strategies.
And not just energy companies. Last year, ASA prohibited a Tesco plant-based burger ad, a Persil advert, and two HSBC adverts over their claims of environmental benefits, which the agency deemed "misleading".


























