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The Low Carbon Economy Ltd

07 Nov 2007 05:11:33

Shell advert angers green groups

Claims made my Shell have been labelled as "misleading" by the Advertising Standards Authority (ASA).

Prompted by a complaint made by environmental group Friends of the Earth (FOE), the ruling centred on a Shell advertisement that claimed carbon dioxide (CO2) emissions were used by the firm to grow flowers and sulphur was used in concrete production.

Hannah Griffiths, speaking on behalf of FOE, said "companies making false green claims do nothing but make the situation worse as they try to pull the wool over people''s eyes".

In its defence, Shell had argued that a reasonable reader would not have taken the ad to mean the company literally grew flowers using CO2.

The ASA''s ruling said the impression the energy company gave the public was that it "used all, or at least the majority, of their waste CO2 to grow flowers, whereas the actual amount was a very small proportion".

Shell produced the ad as part of its "don''t throw anything away - there is no away" campaign.


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