Activists warn agencies against Shell pitch

By AdNews | 19 March 2024

Comms Declare, the activist group working to convince advertising agencies away from fossil fuel clients, has warned against pitching for the Shell Energy creative account, the petroleum company's renewables and energy solutions business Australia.

The organisation says agencies may think that taking the account is helping to promote renewables, but they will be propping up a brand doubling down on oil and gas.

"Shell is an Olympic gaslighter," said Comms Declare founder Belinda Noble.

"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'.

"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."

The Draft Environmental Claims Code from the AANA cautions against green claims from fossil fuel companies.

Noble said Havas had suffered a major backlash after taking the Shell media account.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus