Three adverts for Shell that publicise its climate-friendly products have been banned for glossing over its “large scale” investments in oil and gas.
The Advertising Standards Authority (ASA) ruled the ads created the impression that a “significant proportion of Shell’s business” comprised “low carbon energy products”.
The company misleadingly “omitted” information that oil and gas made up the “vast majority” of its operations, the ASA said.
Shell said it strongly disagreed with the watchdog’s decision and claimed the finding could slow the UK’s move towards renewable energy.
The three adverts in question showcased the renewable power that Shell provides and its clean energy services, including electric vehicle charging.
A TV ad from last June stated 1.4 million households in the UK used 100% renewable electricity from Shell. It also mentioned that the firm was working on a wind project that could power six million homes and aimed to fit 50,000 electric car chargers nationwide by 2025.
A video on Shell’s YouTube channel was captioned: “From electric vehicle charging to renewable electricity for your home, Shell is giving customers more low-carbon choices and helping drive the UK’s energy transition. The UK is ready for cleaner energy.”
Shell UK said it wanted the ads to raise consumer awareness about its range of energy products that were better for the environment than fossil fuels, and increase demand for them.
It cited research suggesting that 83% of consumers primarily associated the brand with the sale of petrol, arguing they would be “unlikely to assume that the ads’ content covered the full range of its business activities”.
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Image: One of the adverts banned by the ASA
Image: A screenshot of one of the adverts banned by the ASA. Pic: Shell via ASA
In 2022, Shell spent 17% (£3.5bn) of its total capital expenditure (£20bn) on “low-carbon energy solutions”, which include renewable wind and solar power as well as things like electric vehicle charging, biofuels, carbon credits and hydrogen filling stations.
Why the ASA upheld the complaint
The ASA acknowledged that many people would associate Shell with petrol sales, as well as oil and gas production.
It said they would also be aware that many companies in carbon-intensive industries, including the oil and gas sector, aimed to dramatically reduce their emissions in response to the climate crisis.
Burning coal, oil and gas is the biggest driver of climate change, responsible for 75% of global greenhouse gas emissions.
The ASA said: “We understood that large-scale oil and gas investment and extraction comprised the vast majority of the company’s business model in 2022 and would continue to do so in the near future.
“We therefore considered that, because (the ads) gave the overall impression that a significant proportion of Shell’s business comprised lower-carbon energy products, further information about the proportion of Shell’s overall business model that comprised lower-carbon energy products was material information that should have been included.
“Because the ads did not include such information, we concluded that they omitted material information and were likely to mislead.”
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A Shell spokesman said: “We strongly disagree with the ASA’s decision, which could slow the UK’s drive towards renewable energy.
“People are already well aware that Shell produces the oil and gas they depend on today. When customers fill up at our petrol stations across the UK, it’s under the instantly recognisable Shell logo.”
Shell claimed that many people do not know about its investment in more eco-friendly options, such as its vast public networks of EV charge-points.
It added: “No energy transition can be successful if people are not aware of the alternatives available to them. That is what our adverts set out to show, and that is why we’re concerned by this short-sighted decision.”
Veronica Wignall, from activist network Adfree Cities, which raised the complaint with the ASA, said: “Today’s official ban on Shell’s adverts marks the end of the line for fossil fuel greenwashing in the UK.
“The world’s biggest polluters will not be permitted to advertise that they are ‘green’ while they build new pipelines, refineries and rigs.”
Fossil fuel companies should be banned from advertising at all given their role in the climate crisis, she added.
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The US central bank has made no change to interest rates and warned the world’s biggest economy will see less growth and higher inflation due to tariffs.
The Federal Reserve, known as the Fed, held rates despite President Donald Trump calling its chair, Jerome Powell, a “stupid person” on Wednesday.
“Maybe I should go to the Fed. Am I allowed to appoint myself at the Fed? I’d do a much better job than these people,” Mr Trump said.
Despite appointing Mr Powell himself in 2017, Mr Trump has expressed anger towards the Fed chair at multiple points in the past for not bringing down borrowing costs through interest rate cuts.
In his own address to reporters, Mr Powell declined to hit back.
The tariff effect
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But Mr Trump’s signature economic policy of tariffs – taxes on imports – was again forecast to cause higher inflation and lower economic growth in the US.
The Fed’s predictions for inflation were upgraded to 3.1% for 2025 from 2.5% in December, while the outlook for US economic growth was downgraded to 1.4% from 2.1% in December.
The effect of those extra taxes on imports will take time to work its way through the system and show up in prices on shelves, the Fed chair said.
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An uncertain outlook
While the level of uncertainty peaked in April, when Mr Trump announced many of his tariffs, and has since fallen, it remains elevated, Mr Powell said.
The exact impact of the levies is unclear and depends on the levels they reach, he added.
Many of the country-specific tariffs have been paused for 90 days, which is currently due to end on 8 July.
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Santander has approached its fellow Spanish banking group Sabadell about a takeover of TSB, its British high street bank.
Sky News has learnt that Santander is among the parties which have expressed an interest in a potential deal, months after its boss denied that it was seeking to offload the UK’s fifth-largest retail bank.
City sources said on Wednesday that Santander had not tabled a formal offer for TSB, and was not certain to do so.
However, the fact that it has contacted Sabadell about a possible transaction involving TSB suggests that Ana Botin, the Santander chair, may be open again to expanding its presence in Britain’s high street banking market.
The extent of the overlap between the two companies’ UK branch networks was unclear on Wednesday morning.
Santander, which like other banks has been engaged in an extensive branch closure programme for some time, now has roughly 350 UK branches, while TSB operates roughly half that number.
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The value that TSB, which was acquired by Sabadell in 2015 from Lloyds Banking Group, might attract in any takeover is also unclear.
Sabadell is in the middle of attempting to thwart a hostile takeover by rival Spanish bank BBVA – a deal revealed by Sky News last year – with a disposal of TSB said to be on the cards regardless of whether or not that bid is successful.
Ms Botin insisted that the UK remains a core market for Santander in the wake of speculation that she might sanction a sale of the business.
The company recently confirmed a Sky News report that Sir Tom Scholar, the former top Treasury official sacked by Liz Truss during her brief premiership, was joining the bank’s UK arm as its next chairman.
NatWest Group, which recently returned to full private ownership, was reported to have submitted an offer worth about £11bn for Santander UK.
No discussions are ongoing about such a deal.
NatWest, Barclays and HSBC have also been touted as potential suitors for TSB, although at least two of those three banks are thought to have little interest in bidding.
TSB was effectively created from the ashes of the 2008 financial crisis, when a vehicle set up to acquire assets from distressed banking groups lost out in an auction to a bid from the Co-operative Bank.
That deal fell through when it emerged that the Co-operative Bank itself was in a perilous financial state.
Sabadell explored a sale of TSB about five years ago, but opted to retain the business.
Goldman Sachs is thought to be advising Sabadell on the prospective sale of TSB.
Responding to a report in the Financial Times on Sunday that TSB had been put up for sale, Banco Sabadell said: “Banco Sabadell confirms that it has received preliminary non-binding expressions of interest for the acquisition of the entire share capital of TSB Banking Group plc.
“Banco Sabadell will assess any potential binding offer it may receive.”
Santander declined to comment.
The TSB process emerged just hours after Sky News had revealed that Metro Bank, the high street lender, had been approached by Pollen Street Capital, the private equity firm, about a possible takeover.
The absence of a statement from either party implies that the approach was rejected and that Pollen Street has abandoned its interest, at least temporarily.
Inflation eased to an annual rate of 3.4% in May, according to official figures released this morning, but the Bank of England is widely expected to leave interest rates on hold despite that.
The Office for National Statistics (ONS) reported the consumer prices index measure eased from 3.5% the previous month.
It said that despite upwards pressure on prices from food and clothing, the decline was driven by falls in airfare prices following Easter.
Today’s headline inflation number suggests a flat picture for price growth overall.
But there is one stat that households will already be familiar with after a visit to the supermarket.
A jump in some food prices has been noticeable, with the ONS flagging a leap in its food and non-alcoholic drinks measure of inflation to a 15-month high.
Why the rise? Chocolate has spiked significantly this year due to a cocoa shortage blamed on poor harvests. Meat, particularly beef, has shot up on high global demand and rising costs.
The food and non-alcoholic drinks category has been on the rise for five months in a row. But the good news is that high rates of sales promotions by chains – discounts – are helping keep a lid on overall grocery bills.
“Air fares fell this month, compared with a large rise at the same time last year, as the timing of Easter and school holidays affected pricing. Meanwhile, motor fuel costs also saw a drop.
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“These were partially offset by rising food prices, particularly items such as chocolates and meat products. The cost of furniture and household goods, including fridge freezers and vacuum cleaners, also increased.”
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Businesses facing fresh energy cost threat
Forecasts suggest that inflation will tick up over the second half of the year – with effects from Donald Trump’s trade war and rising commodity costs amid events in the Middle East among the concerns ahead for the Bank of England.
It has adopted a “careful” and “gradual” approach to interest rate cuts as a result.
That is despite weakening employment data, reported earlier this month, which showed a tick up in the official jobless rate and a 109,000 reduction in payrolled employment.
Other elements of the inflation data are also supportive of an argument for rate cuts.
Core CPI inflation – a measure that strips out volatile elements such as energy and food – eased from 3.8% in April to 3.5% while services inflation tumbled sharply to 4.7% from 5.4% the previous month.
Nevertheless, the Bank is widely expected to leave Bank rate on hold on Thursday following the June meeting of its rate-setting committee.
LSEG data showed after the inflation data that financial markets currently see two more interest rate cuts by the year’s end.
Risks to prices ahead will come from a sustained Israel-Iran war pushing up oil and gas prices but there have been different views among policymakers over whether the trade war will result in inflation or not.
As such, the minutes of the Bank’s meeting will be closely scrutinised for hints on whether rate cut caution is easing.