2024-08-23 07:48:20
In a rare decision on a subject GreenwashingSouth Africa’s advertising regulator ruled that TotalEnergies’ advertising campaign in the country was not promoting sustainable development in a manner that was ‘Misleading’.
The campaign, which is being run in partnership with SANParks, the South African National Parks Service, aims to encourage people to visit the parks. “Committed to sustainable development and environmental protection” : “That’s why we have been working with SANParks for more than sixty years, so that South Africans can appreciate our country’s natural heritage and pass on a love of the environment to their children.”the advertisement continues.
However, according to South Africa’s Advertising Regulatory Board (ARB), this claim is untrue. ‘Misleading’ And can suggest “Sustainable development” It permeates all the company’s activities. “There is no evidence of a link between SANParks support and any definition of sustainable development”authorities added in their August 14 ruling following a complaint by the Fossil Free SA association.
She further noted that while many TotalEnergies projects are sustainability-oriented, this is not the case. “There is no doubt that the core business of advertisers is directly opposed to sustainability issues, to the extent that the extraction of fossil fuels continues” This runs counter to this goal.
Business Communication
TotalEnergies Marketing South Africa, the group’s South African subsidiary, assured in its arguments to the regulator that the alleged “no” An advertising campaign, but “Business Communication” According to the ARB’s decision record, regarding one aspect of the Group’s social responsibility program.
South African subsidiary denies any role ” Fake” or ‘Misleading’ yes “Demonstrated commitment to sustainable development and environmental protection” She also outlined a number of commitments that she believes reflect the group’s goal of becoming carbon neutral by 2050 and becoming ‘Major players’ energy transition.
Although the ARB has no categories Greenwashing M said that under its code of good practice this was the first time the company had received a complaint of this nature.I However, the official clarified that even though the decision may trigger more complaints about environmental issues, it is just a special case and should not be ignored. “Viewed as a general accusation by the ARB against advertisers”.
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