After analysis of both the Complaint and the Advertiser's response, the Ad Standard panel, the Panel determined that hte avertisement did not breach Section 2a) of the Environemtnal Code. 

Comms Declare, represented by the Environmental Defenders Office, lodged a complaint to Ad Standards alleging that Ampol's claims of carbon-neutral fuel were greenwashing. The complaint alleged that a Facebook advertisement featuring treetops and a caption about Ampol's carbon neutral fuel were a 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 the target market for the advertisement was business customers who would understand that the service being offered was carbon offsetting for the fuel use. In addition, 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.

Complaint over Ampol’s carbon-neutral fuel claims

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Complaint over Ampol’s carbon-neutral fuel claims - decision

Filed

Australia

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Policy instruments are techniques or tools used by governing authorities to promote certain policies in order to achieve predetermined goals. Put simply, instruments are how a government tries to achieve its goals, with this taxonomy being focused on national policy instruments.

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Area of the economy in which actors engage in identical or related activities.

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The management and allocation of funds, assets and investments to meet various objectives

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The release of heat-trapping gases, primarily from human activities such as burning fossil fuels, agriculture and industry.

A long-lived, colourless gas, chiefly emitted from fossil fuel combustion, deforestation and cement production.

Terrestrial means "of the earth" and relates to the risks to ecological system that includes all living organisms and their interactions within land-based environments, such as forests, grasslands, and deserts.

Oil is a combustible liquid fossil fuel composed mainly of hydrocarbons, occurring as crude oil and refined into petroleum products such as petrol, diesel and kerosene.

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This sector involves the wholesale and retail selling of goods.

This sector involves activities to move goods and people, alongside the storage of products.

This sector creates and distributes information and entertainment through television, radio, print, and digital platforms.

Activities that involve the cultivation of crops and raising of livestock for food, fibre, and other products essential for human life and industry.

Complaint over Ampol’s carbon-neutral fuel claims - decision

Target

Policy instrument

Risk

Fossil fuel

Greenhouse gas

Economic sector

Adaptation/resilience

Finance