South Africa’s Advertising Regulatory Board (ARB) has ruled that TotalEnergies made misleading claims about its commitment to sustainability.
The ruling, announced on August 14, marks the first successful complaint against greenwashing in the country and highlights the growing scrutiny of corporate environmental claims.
The controversy centers around a promotional campaign by TotalEnergies in partnership with South African National Parks (SANParks).
The campaign, titled FuelYourExperience, encouraged South Africans to explore national parks while asserting that the company was dedicated to sustainable development and environmental protection.
However, the ARB found that these claims were misleading and could create a false impression of TotalEnergies’ overall business practices.
The complaint was filed by environmental advocacy group Fossil Free SA, which accused TotalEnergies of deceiving the public about its environmental commitments.
The group pointed out that while TotalEnergies may engage in some sustainable projects, its core operations—primarily fossil fuel extraction—are fundamentally at odds with the principles of sustainability.
The ARB noted that the company’s ongoing activities, such as oil and gas exploration, contradict its claims of being committed to sustainable development.
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