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ARB finds TotalEnergies' sustainable development claim misleading
21 August 2024 - Fossil Ad Ban, a programme of Fossil Free South Africa, celebrates a landmark decision by the Advertising Regulatory Board (ARB), which has found that TotalEnergies' advertising claim of "sustainable development" in relation to its partnership with South African National Parks (SANParks) was misleading and in violation of the Code of Advertising Practice.
The ARB ruling follows the first-ever greenwashing complaint lodged in South Africa, initiated by Fossil Ad Ban, challenging TotalEnergies' assertion of its commitment to "sustainable development and environmental protection." This claim was featured in a web page promoting the #FuelYourExperience competition, which encouraged the public to visit South Africa’s national parks.
While the ARB acknowledged that TotalEnergies' support of SANParks over the past 60 years could be considered a commitment to environmental protection, it determined that the company's broader claim of sustainable development was misleading. The ARB emphasised that despite some projects directed at sustainable development, the core business of TotalEnergies—fossil fuel exploitation—directly contradicts the principles of sustainable development.
As a result, the ARB has instructed its members not to accept any advertising from TotalEnergies that includes the wording "committed to sustainable development" in relation to its support of SANParks.
"This ruling is a significant victory in our fight against the greenwashing tactics employed by fossil fuel companies," said Lazola Kati, campaign manager for Fossil Ad Ban. "It sets a critical precedent in South Africa, affirming that companies cannot mask their harmful environmental practices with misleading claims. This decision is not just a win for sustainability integrity but also for consumer protection."
Kati added, “While TotalEnergies tried to sidestep accountability by challenging the ARB's jurisdiction, this ruling reinforces the importance of truthful advertising, especially when it comes to environmental claims. We hope this encourages other organisations and individuals to hold corporations accountable for their greenwashing attempts.”
The ARB’s decision marks a pivotal moment in South Africa’s journey towards stricter regulations on fossil fuel advertising. Fossil Ad Ban remains committed to advancing this cause and will continue to monitor and challenge misleading advertisements in the fossil fuel sector.
"We urge the public to remain vigilant and report any suspected greenwashing to the ARB and to sign the pledge supporting our campaign," Kati concluded. "Together, we can ensure that the transition to a greener, more sustainable future is not derailed by deceptive corporate practices."
Background on the Fossil Ad Ban campaign
The Fossil Ad Ban campaign is a programme of Fossil Free South Africa, working to persuade SA regulators to institute bans on fossil fuel advertising, in line with United Nations recommendations. Drawing inspiration from similar campaigns that have been initiated across Europe, Australia and Canada, the campaign is the first of its kind in Africa. Just as restrictions on tobacco advertising reshaped society's views on smoking, stronger regulations for fossil fuel advertising can redefine our stance on energy sources.
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For more details, please contact Thameena Dhansay at thameena@fossilfreesa.org.za/ 0641147594 or Lazola Kati at lazola@fossilfreesa.org.za/ 072 9567753.
