Too Eager to Stand in The Right Lane

Two world leading oil giants might be too eager to change their polluting images. Within the last 5 weeks, Both Shell and Exxon Mobil both put up ads claiming their environmental-friendly projects, but were both shot down by ASA (Advertising Standard Authority), the British regulator for advertising industry.

ASA's tough stance is appreciative.

In August, Shell's advertisement in the Financial Times (above) said "the firm was investing heavily in new technology to safeguard shareholders and future generations". ASA required an immediate withdrawal because neither of the two projects cited, a massive oil sands extraction in Canada and the USA's largest refinery, was environment conscious projects. 

Shell argued that "the process involved in the Canadian sands project would produce 10 per cent fewer CO2 emissions than other methods and that the project had a voluntary green code", according to report by environment Leader website. 

After World Wildlife Fund UK refuted that either project Shell is involved in didn't help building a sustainable environment and urged it to be taken off, Shell said it a one-time ad and would not be repeated.

On September 3, ASA gunned down another ad by ExxonMobil claiming "natural gas is one of the world's cleanest fuel" and "ExxonMobil... taking on the world's toughest energy challenges." 

The ad was broadcast on British television over summer, four complaints were received from audience challenging the oil giant about the credibility of describing natural gas as the cleanest fuel. ASA said the ad was misleading and requested that "the ad must not be broadcast again in its current form."

In response, ExxonMobil said in a Reuter story: 

"We maintain that our ad was accurate and truthful, and are considering an appeal of the Council's decision."

These aren't the first time oil companies' ads to be banned. Last year, Guardian reported another Shell ad that was banned because it showed refinery chimneys emitting flowers.