News & Events

Shell reprimanded over inaccurate ad

Date posted:

13th August 2008

Accusations of 'greenwash' sustained by ASA

WWF has today launched a digital advert to highlight the success of its campaign against Shell, for its claim in an advert that the oil company's actions were sustainable.

The environmental group WWF complained to the Advertising Standards Agency (ASA) that the oil company Shell was attempting to 'greenwash' its activities, by using the word "sustainable" to describe its oil sands projects in Canada.

The WWF however has maintained that the production plant in Canada creates three times as many greenhouse gasses as typical oil production does, and by no means can it be described as sustainable.

Agreeing with the environmental group, the ASA ruled that Shell were wrong to include the word sustainable in their advert, and that the ad amounted to 'greenwash'.

Energy companies have for some time been accused of attempting to greenwash consumers by hiding their environmentally damaging actions by sponsoring art exhibitions, open air events and broadcasting adverts regarding a vision for sustainable energy.

However Shell has been the first to fall foul of the ASA, prompting perhaps other companies to take a second look at their own advertising practices.

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