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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In its defense, TotalEnergies argued that the statements made during its campaign were part of corporate communications rather than direct advertising and therefore should not fall under the ARB’s jurisdiction.
However, the ARB rejected this argument, stating that any communication intended to promote a company’s goods or services should be considered an advertisement.
They emphasized that misleading claims about sustainability cannot be overlooked simply because they are framed as corporate communications.
The ARB’s ruling is significant as it sets a precedent for future cases involving greenwashing in South Africa. It signals a shift towards greater accountability for companies making environmental claims and highlights the need for transparency in advertising.
As consumers become more aware of environmental issues, they are increasingly demanding honesty from corporations regarding their sustainability practices.
TotalEnergies has not yet indicated whether it will appeal the decision. The company has faced criticism in other regions as well, including accusations from Greenpeace about misleading claims regarding its net-zero goals by 2050.
This latest ruling adds to the growing pressure on fossil fuel companies to align their marketing messages with their actual practices. The implications of this ruling extend beyond TotalEnergies.
This reflects a broader global trend where regulatory bodies are cracking down on misleading environmental claims made by corporations across various industries. Similar action has been taken in the UK and EU against airlines and car manufacturers for greenwashing practices.
As regulatory scrutiny increases globally, companies must ensure that their operations align with their advertised commitments to avoid misleading consumers. This case not only protects consumers but also strengthens the integrity of sustainability claims as society moves towards a greener future.