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A sensible reader would understand the claim to mean that TotalEnergies is committed to ending the exploitation of fossil fuels, and (to) the use of clean energy sources. But there is nothing in the advertisement or the content of the appeal that justifies such a claim. - Advertising Regulatory Board (ARB) of South Africa

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Sizwe sama Yende

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Major oil company, TotalEnergies, has lost its appeal against a finding that it was greenwashing in the first ever such case to have been brought before the  Advertising Regulatory Board (ARB) of South Africa.

Greenwashing happened when a company misleads the public about the environmental impact of its products, policies or activities. TotalEnergies has also been accused of sportwashing for its sponsorship of AFCON and green lobby groups have urged CAF to stop its association with the oil company.

Fossil Ad Ban (FAB) lodged a complaint against TotalEnergies in May this year. FAB has been fighting corporate companies for greenwashing.

FAB’s complained that TotalEnergies claimed to be committed to “sustainable development” in an advertisement on its website about its sponsorship of SANParks.

ARB found in favour of FAB, but TotalEnergies appealed.

The board acknowledged TotalEnergies’ nature conservation efforts but found that the company’s claim to support sustainable development was ambiguous, misleading or “at the very least exaggerated” given its continued exploitation of fossil fuels.

“A sensible reader would understand the claim to mean that TotalEnergies is committed to ending the exploitation of fossil fuels, and (to) the use of clean energy sources. But there is nothing in the advertisement or the content of the appeal that justifies such a claim,” ruled the ARB. 

FAB campaign manager, Lazola Kati, said that the South African public watchdogs would not be fooled by corporate greenwashing, and that public sentiment was shifting away from heavy polluters who are wrecking our climate and threatening our future.

“The significant harm to society and sustainable development that results from the exploitation of fossil fuels requires more than the SANParks activities (on environmental education and promotion of South Africa’s natural and cultural heritage) undertaken in partnership with Total,” Lazola said.

She  said that the verdict strengthened the fight against greenwashing and highlighted the need for honesty in advertising.

“It serves as a critical reminder to companies, particularly fossil-fuel companies, that sustainability claims must be backed by substantial and transparent actions,” Lazola said.

“FAB is deeply encouraged by the ARB’s commitment to protecting consumers and prioritising the public interest over corporate agendas. This ruling aligns with global efforts to combat greenwashing.”

Fossil Ad Ban campaigner Thameena Dhansay urged broader public engagement on greenwashing: “Our hope is that this milestone inspires climate activists and concerned citizens across Africa to take action. Greenwashing is not just a Global North issue.”

Dhansay  said that Africans must confront these challenges head-on, holding corporations likeTotalEnergies accountable for the harm they caused the continent.

“By standing together, we can protect our communities from the worsening impacts of climate change and drive meaningful change for a sustainable future.”

The ARB’s ruling comes after  UN Secretary-General António Guterres said in June that agencies should “stop taking on new fossil fuel clients from today, and set out plans to drop your existing ones.”

Guterres characterised the greenwashing done by agencies for fossil fuels as enabling destruction.  “Fossil fuels are not only poisoning our planet, they are toxic for your brands. Your sector is already full of creative minds who are already mobilising around this cause. They are gravitating towards companies that are fighting for our planet, not trashing it."