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Future of British Business

Shell Is Called Out Again for Misleading Climate Ads in Holland

  • Dutch watchdog tells Shell to scrap ‘CO2 compensation’ promos
  • This campaign replaced a previous one also called misleading


Photographer: Stacie Scott/Bloomberg

The Netherlands’ advertising watchdog ruled for the fourth time this year that an ad campaign by Shell Plc about its efforts to reduce carbon-dioxide emissions is misleading and must be pulled from circulation.

Shell’s advertisements say customers can pay extra when they buy fuels in order to “compensate” for the pollution generated by those products. The campaign is itself a reboot after the regulator ruled last year that ads saying Shell customers could “drive CO2 neutral” were misleading.