Sara Spary
Mar 4, 2020

Shell faces ASA investigation over 'carbon neutral' claims in the UK

Fuel giant claimed in ad that customers could 'drive carbon neutral' if they shopped at Shell.

Shell faces ASA investigation over 'carbon neutral' claims in the UK

The Advertising Standards Authority has launched an investigation into claims made by Shell that customers can "drive carbon neutral" because it has invested in carbon-offsetting schemes.

The ad watchdog confirmed that it has received 17 complaints from the public about a radio ad that made the claim and said it had launched a probe.

In October 2019, Shell announced that it had become "the first retailer to offset the carbon dioxide emissions from customers’ fuel purchases at its UK service stations" made using its Shell Go+ app or card.

The oil and gas giant said it would offset emissions by purchasing carbon credits generated from projects in the UK and internationally that protect and regenerate forests.

Carbon offsetting allows a company to make environmental improvements in areas not connected to their business to help balance out their impact. It is a controversial issue as critics argue that businesses should focus on driving meaningful change.

A spokesperson at the ASA said: "We’ve launched a formal investigation into whether the radio ad clearly discloses enough information in relation to this offer. We’ll publish our findings in due course."

A Shell spokesman said: "Prior to launching this to our customers, we did a huge amount of work and due diligence on our Drive Carbon Neutral offer and we are happy to speak to the ASA to answer their questions."

 

Source:
Campaign UK

Related Articles

Just Published

2 days ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

2 days ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

2 days ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

2 days ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.