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Comms Declare has cautioned any agencies considering pitching for Shell. As revealed in Ad News Shell Energy Australia is looking for a creative agency.

Comms Declare Founder, Belinda Noble said:

“Shell is an Olympic gaslighter. It talks up the energy transition but  just weakened its 2030 emissions reduction target and abandoned its 2035 target entirely.

“Shell heavily promoted its net zero target in Australia, while internal emails revealed it was ‘not a Shell business plan’. These greenwashing claims are being investigated by the corporate regulator.

“The energy retailing side of the business is the friendly face of an international corporation betting against the energy transition and a safe future for our children. 

“Agencies may think that taking the account is helping to promote renewables, but they will just be propping up a brand doubling down on oil and gas and damaging their own reputation in the process.”

The Draft Environmental Claims Code from the AANA cautions against any green claims from fossil fuel companies because of the overall damage they cause. New EU Directives prohibit all net zero claims based only on offsets as well as general vague environmental claims.

Havas has suffered a major backlash after taking the Shell media account, including having its BCorp status reviewed, losing at least one client, staff unrest, and being forced to evacuate its London offices after Extinction Rebellion staged a “die in”.