Regulatory Ruling: South African Advertising Regulatory Board (ARB) ruled TotalEnergies’ sustainability claim as “misleading.”
Greenwashing Scrutiny: The decision aligns with global efforts to curb greenwashing, reflecting a growing regulatory trend.
Public Deception: Fossil Free SA accused TotalEnergies of deceiving the public about its commitment to sustainability.

TotalEnergies SE faced a significant setback when South Africa’s Advertising Regulatory Board (ARB) ruled that the company’s sustainability claims were “misleading,” marking the first such challenge in the country.

Fossil Free SA, an environmental advocacy group, filed the complaint, accusing TotalEnergies of “lying to the public” about its commitment to sustainable development. The complaint targeted a promotion linked to South African National Parks, where TotalEnergies claimed to be “committed to sustainable development and environmental protection.”

“This ruling, the result of South Africa’s first-ever greenwashing complaint, marks a pivotal moment in holding fossil fuel companies accountable for deceptive advertising. This decision not only protects consumers but also strengthens the integrity of sustainability claims in our journey towards a greener future. We urge the public to stay vigilant and report any suspected greenwashing. Together, we can ensure that the path to a sustainable future is not compromised by false narratives.” said Fossil Free South Africa on a social media post on the respective topic.

In its defense, TotalEnergies argued that the post was a corporate communication rather than an advertisement, and thus not subject to the ARB’s review. The company cited its renewable energy projects and environmental impact assessments as evidence of its commitment to sustainability. However, the ARB rejected this defense, stating that while TotalEnergies has sustainability projects, “the core business of the advertiser is directly opposed to the issue,” due to its ongoing fossil fuel activities.

The ARB’s decision echoes a broader global trend of regulatory bodies cracking down on greenwashing. This trend includes actions by the UK’s advertising regulator against airlines, banks, and carmakers, and similar scrutiny from the European Union. TotalEnergies had previously faced accusations from Greenpeace for allegedly misleading the French public about its net-zero goals by 2050.

Lazola Kati, a program manager at Fossil Free SA, underscored the impact of such misleading claims:

“You cannot claim to do one thing and be doing the other. It’s slowing down the just transition,” Kati said, highlighting the broader implications of the ARB’s ruling.

This case signals a critical shift in how fossil fuel companies’ sustainability claims are scrutinized, particularly as global efforts to promote transparency and accountability in environmental practices intensify.