TotalEnergies, greenwashing, Sunpark, fossil fuels, sustainable development, environmental protection. (Chesnot/Getty Images)
TThe Advertising Regulatory Board (ARB) has found that energy company TotalEnergies' use of the term “sustainable development” in an advertisement was misleading and in breach of the Advertising Code of Practice.
The advert appears on a webpage promoting the #FuelYourExperience competition in collaboration with the South African National Parks Service (SANParks), encouraging people to visit South Africa's parks.
The South African Campaign to Ban Fossil Fuel Advertising, a programme of a Fossil Fuel Free South Africa, has filed complaints of greenwashing, arguing that the energy groups' exploitation of fossil fuels is directly contrary to sustainable development.
The ARB agreed, finding that TotalEnergies' support for SANParks over the past few decades could be judged as an environmental initiative, but that claims of sustainable development were misleading because of fossil fuel extraction.
The ARB has reportedly instructed its members not to accept any advertising from energy companies that use the words “committed to sustainable development”, particularly in relation to their support for SANParks.
Lazola Kati, campaigns manager for the Campaign to Ban Fossil Fuel Advertising, welcomed the ruling in a statement, calling it a “major victory” in the group's fight against greenwashing tactics.
“This sets a significant precedent for South Africa and establishes that companies cannot hide harmful environmental practices with misleading claims. This decision is not only a victory for sustainability integrity, but also a victory for consumer protection,” Kati said.
There is a growing trend to combat false advertising by fossil fuel companies, which has been highlighted by UN Secretary-General Antonio Guterres, who recently called fossil fuel companies the “godfathers of climate chaos” and urged a ban on them.
He also called on advertising and PR agencies to stop working for fossil fuel companies.
“The ARB's decision marks a pivotal moment in South Africa's journey towards stricter regulation of fossil fuel advertising,” Mr Kati said.
“It is essential that the public is aware of the tactics the fossil fuel industry uses to obstruct progress towards sustainable energy sources. This exposé highlights the urgent need to prioritise truthful and transparent information about energy options,” the Campaign to Stop Fossil Fuel Advertising said in a statement.
Kati urged caution and urged people to report any suspected greenwashing to the ARB.