An advertising campaign by Shell claims that the CO2 emitted by a customer is compensated by paying one eurocent per liter of fuel. With these 'CO2 credits' Shell tries to protect forests, among other things. A group of law students argues that Shell's claims about the compensation of CO2 emissions and the protection of forests are incorrect and misleading. Among other things, they state that a forest in Peru, which Shell claims to protect, did not need to be protected at all, because this forest was not threatened by logging. In response to Shell's claims, they filed a complaint with the Advertising Code Committee.

Shell states that previous complaints of the same kind were rejected by the Advertising Code Committee. For example, the Advertising Code Committee previously ruled that statements of Shell about CO2-neutral driving were not misleading and that the use of CO2 credits can refer to planting new forests, or actively protect forests.

Do you have questions about misleading advertising or need advice? Please feel free to contact John Wolfs.

April 21, 2021