Ad (a) must not appear again in its current form. Ad (b) must not be broadcast again in its current form. We told Shell to ensure that they held adequate substantiation for their advertising claims in future.
Shell UK Ltd
Shell Centre
London
SE1 7NA
Date:
19 October 2011
Media:
Radio, Direct mail
Sector:
BusinessNumber of complaints:
3
Complaint Ref:
A11-154707
A direct mailing and a radio ad for fuel:
a. The direct mailing, sent in early March 2011, was headed “Our scientists have developed a regular fuel to help you save”. Further text stated “The scientists at Shell are committed to creating fuels that improve your fuel economy. Their latest fuels – Shell FuelSave Unleaded and Diesel – are designed to help you save fuel and money. These advanced fuels each have a special formula enriched with a Shell Efficiency Improver combined with a special detergent package – designed to improve your fuel economy from the very first fill. And of course you’ll collect one point for every litre you buy”. Next to the text was an image of a man dressed in a lab coat holding a full 1 litre measuring glass, with text on it that stated “SAVE UP TO 1 LITRE PER TANK* AT NO EXTRA COST”.
EBOOK TITLE: “SIR HENRI DETERDING AND THE NAZI HISTORY OF ROYAL DUTCH SHELL” – AVAILABLE ON AMAZON
EBOOK TITLE: “JOHN DONOVAN, SHELL’S NIGHTMARE: MY EPIC FEUD WITH THE UNSCRUPULOUS OIL GIANT ROYAL DUTCH SHELL” – AVAILABLE ON AMAZON.
EBOOK TITLE: “TOXIC FACTS ABOUT SHELL REMOVED FROM WIKIPEDIA: HOW SHELL BECAME THE MOST HATED BRAND IN THE WORLD” – AVAILABLE ON AMAZON.
