Advertising Standards Authority’s Ruling on Shell UK Ltd.’s Shell Go+ Campaign

The UK Advertising Standards Authority (ASA) investigated an advert launched by Shell UK Ltd which concerned a new loyalty scheme, in response to complaints made by consumers. The issue was whether or not the advert was misleading to consumers.

Background
Shell UK Ltd launched an advertising campaign in January 2020 over the radio for its new loyalty scheme- ‘Shell Go+’. The ASA received numerous complaints from the public challenging the claims made in the advertisements, stating that Shell’s assertion that the scheme allowed customers to ‘Drive carbon-neutral’ was misleading. An investigation was launched by the ASA in response to these claims. Shell stated that their claims of carbon neutrality were supported by offsetting carbon emissions from consumer-fuel purchases made with the Shell Go+ loyalty scheme; Shell would purchase carbon credits to offset the lifecycle carbon emissions of the fuel that was bought. Shell’s advert did not however mention that Shell Go+ was a loyalty scheme.

Relevant Law and Principles

 * Misleading Advertising
 * Greenwashing

Status
Because of the lack of clarity in the advert that Shell Go+ was a loyalty scheme, the ASA concluded that the advert was misleading, because consumers were likely to infer that Shell Go+ was a new, carbon-neutral fuel, rather than a carbon-offsetting loyalty scheme, based on the ‘drive carbon-neutral’ claims made by Shell in the advert. It was not necessary to include a full explanation in the advert that what was being advertised was a loyalty scheme, but it was notable that there was nothing in the add whatsoever to indicate this. The advert therefore breached BCAP Code rules on misleading advertising (3.1) and environmental claims (9.2 and 9.3). The ASA therefore concluded that Shell must clarify that the carbon-offsetting was contingent on membership of a loyalty scheme.

Takeaways
The case is notable for what it tells us about the ability to stop fossil fuel corporations from ‘Greenwashing’. Petitioning advertising standards authorities to intervene to stop misleading advertising campaigns is key in allowing the public to make an informed choice when buying the products of fossil-fuel companies.

Links

 * Advertising Standards Authority’s Ruling on Shell UK Ltd.’s Shell Go+ Campaign


 * Advertising Standard's Authority