0370 270 6000

Shell misled motorists with fuel saving campaign, watchdog rules

19 October 2011

The advertising watchdog, The Advertising Standards Authority (ASA), has today (19 October) banned a promotional campaign by Shell UK Ltd for misleading motorists.

According to the ASA a flyer campaign by the energy giant which said customers could save up to 1 litre per tank* at no extra cost were misleading, exaggerated and could not be substantiated because the company could not prove that at least 10 of vehicles in the UK would save one litre in every 50 litre fill up.

Nina Best, advertising law expert at Browne Jacobson, commented:

"This judgement is a big blow to the energy giants latest campaign and possibility its credibility with the motorist who is already facing sky high prices at the pumps.

"Shell should have carried out its tests on a statistically significant proportion of UK cars - the ASA suggested 10 - before claiming all cars on the UK market would achieve the saving.

"This is an important reminder to companies to ensure any claims they base their marketing campaigns around are significantly sound and scientifically robust."

Focus on...

Legal updates

Consumer duty – ‘The drill-down' into the 'cross-cutting' rules

This article is the first in a series aimed to help firms get to grips on a practical basis with the ‘cross-cutting rules’ within the new ‘Consumer Duty’ framework.

View

Press releases

Courageous Conversations - turning words into action

We began our Courageous Conversations initiative to enable people from all parts of the firm to share personal stories and learn from each other. Each conversation is on a different theme, often topics that people might find difficult to talk about, such as gender bias, menopause or disability.

View

Legal updates

Public Matters - September 2022

Welcome to our September edition of Public Matters, our monthly round-up of legal updates, news and insights for the public sector.

View

Blogs

IR35 rules to be scrapped from April 2023

The Chancellor’s recent mini-budget provided a significant announcement for business as it was confirmed that the off-payroll working rules (known as “IR35”) put in place for public and private sector businesses from 2017 and 2021 will be scrapped from April 2023.

View