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ASA Ruling on Shell UK Ltd: Environmental Impact Ad Not Misleading
The ASA did not uphold complaints against Shell UK Ltd regarding a TV ad that referenced both high- and low-carbon activities. The ad included qualifying information about the proportion of Shell’s investments in oil & gas versus low-carbon energy solutions. The ASA found the ad provided a balanced picture and did not mislead consumers about Shell’s overall environmental impact.
Advertising Standards Authority
Date Added
15 April 2026 at 18:06:29
Why it matters
This decision clarifies that environmental claims in advertising for high-carbon sector companies must be balanced and contextualized, with clear qualifying information. It provides guidance on how to present mixed environmental credentials without misleading consumers.
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