On May 2, 2019, Fossil-Free Education, supported by PILP, filed a complaint against Shell with the Advertising Standards Commission over misleading advertising. The complaint targeted Shell’s advertising about GTL Fuel on an information board placed next to the Ferris wheel at the Generation Discover Festival 2018, a Shell festival for elementary and middle school children. That advertisement contained misleading environmental claims about GTL Fuel, the complaint said.
The misleading aspect of the billboard was threefold. First, it gave the impression that GTL belongs to one of the clean energy sources, which it is not. In fact, GTL is a fossil fuel, liquefied natural gas. Second, the information board described that the Ferris wheel was powered by GTL Fuel, thus contributing to the UN sustainable development goals. However, the relevant objective was misquoted: instead of “clean energy,” the information board read “cleaner energy. Third, GTL was touted as a cleaner alternative to diesel, while that claim cannot be supported by scientific research when the total environmental impact of GTL – including the emissions caused in its production – is included.
The Advertising Code Committee (“RCC”) rejected the complaint in its decision of August 5, 2019. PILP appealed this decision to the Board of Appeal (“The Board”) on behalf of Fossil Free Education.
On October 29, 2019, the Board upheld the complaint. PILP and Fossil-Free Education are very pleased with the outcome of these proceedings.
The Board does consider Shell’s advertisement contrary to article 2 of the Environmental Advertising Code, contrary to the opinion of the RCC. Shell has been ordered not to include such misleading environmental claims in advertising for GTL. Read more about this in the news release.
International Convention on the Rights of the Child
Because Shell’s advertising with the misleading environmental claims was aimed at elementary and middle school children, the rights of the child are also important in this case. The children attending the festival were of highly impressionable ages and therefore susceptible to misleading advertising. Under Article 3 of the UN Convention on the Rights of the Child, the best interests of the child must be paramount at all times. They should be protected from information that may be harmful to their well-being, including advertising that contains misleading environmental claims.