Australia’s richest person Gina Rinehart's mining and agricultural company Hancock Prospecting has been found to have misled consumers through an advertisement about the cleanliness of methane gas.
The internet advertisement featured the text "Our clean gas keeps the lights, and factories, hospitals, and shops open from Tokyo to Toowoomba" and "Hancock Energy".
The complaint submitted by climate communications group Comms Declare to Ad Standards raised concerns of misleading and unsubstantiated environmental claims.
"We believe the claim that Hancock Prospecting’s gas is 'clean', is false, misleading and not substantiated. We believe it may breach the Environmental Claims Code," the complaint stated.
"One of several pages of the ad claims, 'Our clean gas keeps the lights, and factories, hospitals, and shops open from Tokyo to Toowoomba'. The ad is aimed at prospective employees who may be misled into thinking that working in the gas industry is environmentally beneficial, and that gas poses no danger to the environment."
The Hancock Prospecting ads, via Ad Standards.
Hancock Prospecting stated it believe the words “our clean gas” is not misleading or deceptive or likely to mislead or deceive.
"We note that Hancock Prospecting received Clear Ads approval (no. GB1KIEDA) for the advert the subject of the complaint, confirming its compliance with advertising rules," the advertiser stated.
The advertiser also provided facts 'supported and substantiated through research and industry experience' for why gas could be considered clean in comparison to other energy sources.
In response, the Ad Standards Panel considered that the phrase “clean gas” is broad and undefined.
"Majority of the Panel considered that most members of the community would understand 'clean' in combination with an energy source to mean that the energy source does not produce emissions or have a negative impact on the environment," the Panel stated.
"The Panel considered that without further disclaimers explaining the limitations of the word 'clean' in this context, the advertisement was misleading or deceptive or likely to mislead or deceive."
As a result, the ad was found to breach the AANA Environmental Code (1) Truthful and (3) Substantiation.
The advertisement is now discontinued.
Comms Declare founder Belinda Noble said her team is thrilled that greenwashing by climate polluters has finally been taken seriously.
"Gas is a flammable, toxic and polluting fossil fuel. It is not clean, green or renewable and we hope this is the beginning of the end of flagrant gas industry greenwashing," Noble said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.