Shell loses Dutch appeal over misleading carbon emission advertising 

The company has come under increasing pressure over its role in climate change

Shell’s appeal came after the Advertising Code Committee ruled once again earlier this summer that the company has no way of demonstrating that its campaign eliminates the damage it causes through fossil fuels.

Shell has lost its appeal against the Dutch advertising watchdog’s ruling that an ad campaign that promoted carbon dioxide emission credits was misleading and must be withdrawn.

Shell’s advertisements offer customers the option to pay extra for their fuel, with the money going to buy credits in emission reduction projects that “compensate” for the pollution generated. The ads are a reboot of a similar campaign last year that the regulator also deemed misleading.