Our victory against TotalEnergies' greenwashing makes waves

ARB ruling against TotalEnergies should serve as "warning to fossil fuel companies"

We’re over the moon at the Advertising Regulatory Board’s largely favourable initial verdict in our greenwashing complaint, the first in South Africa, against TotalEnergies. The verdict received extensive publicity in South Africa and internationally, including in France, where TotalEnergies is based.

The ARB ruled earlier this month that TotalEnergies’ claim of “sustainable development” over its support of South African National Parks (SANParks) was misleading and in violation of the Code of Advertising Practice.

The claim featured on a web page promoting the #FuelYourExperience competition, which encouraged people to visit national parks.

The ARB acknowledged that TotalEnergies' support of SANParks for over 60 years could be considered a commitment to environmental protection, but stated that the company’s core business − 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 landmark victory in our fight against the greenwashing tactics of fossil fuel companies,” said Lazola Kati, our Fossil Ad Ban (FAB) campaign manager. “It affirms that companies cannot mask their climate-wrecking practices behind lies about being ‘green’. This decision is not just a win for integrity on sustainability but also for consumer protection.”

Kati added: “We hope this ruling will encourage other organisations and individuals to hold companies accountable on greenwashing. We want far stricter regulations on fossil-fuel advertising - in fact, FAB is seeking a ban on fossil fuel advertising altogether.”

FAB will continue to monitor and challenge greenwashing attempts by fossil fuel companies.

“It was extremely alarming to hear from UN Assistant Secretary General Selwin Hart recently that the fossil fuel industry has been running a ‘massive disinformation campaign’ to slow down the transition to renewable energy. We also note the call by UN Secretary General Antonio Guterres for advertising and PR agencies to stop working for fossil fuel companies, as a crucial step in addressing greenwashing.” 

FAB’s sister campaign Clean Creatives South Africa welcomed the ARB’s verdict “as a strong message to fossil fuel companies and the advertising agencies that they are not invincible,” said Clean Creatives campaign manager Nozuko Poni. “The ARB’s ruling shows the growing threats of regulation and reputational damage of continuing to work for polluting fossil fuel companies.”

Kati concluded: “We urge the public to remain vigilant and report any suspected greenwashing to the ARB and to sign and support our campaign for  a regulation against greenwashing. Together, we can ensure that the transition to a greener, more sustainable future is not sabotaged by corporate deception.”

We have been advised by the ARB that TotalEnergies has appealed its verdict. We have until 12 September to respond to their appeal, which makes a range of claims tantamount to further greenwashing, and will vigorously rebut those claims.

Find a list of news stories covering the verdict on our website. Creatives, you can sign the pledge to refuse work from fossil fuel companies here.

As ever, get in touch with us any time if you feel inclined to reach out!