Complaints over Glencore’s net zero by 2050 claims

In September 2022, Lock the Gate Alliance, Comms Declare, and the Plains Clan of Wonnarua People lodged two separate complaints to Ad Standards. They alleged that Glencore's advertising campaign, “Advancing everyday life,” connected to its net-zero-by-2050 campaign, was greenwashed. The first complaint alleged that Facebook advertisements discussed their involvement in mining essential minerals for a low-carbon future but were silent about their current mining operations focused on coal mining. This was in breach of the Environmental Claims Code. In particular, they alleged that there had been a breach of s 1 for misleading or deceptive conduct in relation to environmental claims and s 2 that environmental claims must not overstate their benefit to the environment. The Panel dismissed the complaint. In relation to claims made pursuant to s 1, they found that claims about their current mining activities were not misleading or deceptive as they referred to coal mining activities. There was no need for any further disclaimers or qualifications on the advertisement. In relation to claims made pursuant to s 2, they found that the claim did not overstate the environmental benefits. The second complaint alleged that website advertisements discussed their involvement in mining essential minerals for a low-carbon future but were silent about their current mining operations focused on coal mining and that this was in breach of the Environmental Claims Code. In particular, they alleged that there had been a breach of s 1 for misleading or deceptive conduct in relation to environmental claims and s 2 that environmental claims must not overstate their benefit to the environment. The Panel dismissed the complaint. In relation to claims made pursuant to s 1, they found that claims about their current mining activities were not misleading or deceptive as they referred to coal mining activities. There was no need for any further disclaimers or qualifications on the advertisement. In relation to claims made pursuant to s 2, they found that the claim did not overstate the benefits to the environment.