Advertising Code Committee: Milieudefensie careless about oil and gas fields Shell

The Advertising Code Committee has ruled that a television commercial by Milieudefensie about Shell is inaccurate in parts. According to the Commission, the commercial creates a false impression about the extent of Shell’s oil and gas activities, although the campaign remains within the limits of freedom of expression.

The commercial shows a drawn earth on which Shell’s logo first appears. The earth is then covered with chimneys from which black smoke rises. During these images, the text sounds: “Shell has 700 new oil and gas fields.” Milieudefensie then argues that tapping into them violates climate agreements and that a new lawsuit against Shell is more likely than ever. The spot ends with an appeal to support Milieudefensie.

An individual filed a complaint against the commercial with the Advertising Code Committee. According to the complainant, the commercial is misleading because only Shell is mentioned and other oil and gas companies are left out of the picture. Also, the claim about 700 new oil and gas fields would be incorrect. The complainant argues that these are undeveloped fields in which Shell has full or partial interests.

Environmental Defence’s response and verdict

Milieudefensie argued that campaign has an idealistic character and is intended to contribute to the public debate on climate policy and the role of large energy companies. The organisation claimed it was not acting commercially and invoked freedom of speech.

The Advertising Code Committee ruled that this was idealistic expression, which is subject to a broad freedom of expression. However, this freedom has limits. According to the Committee, the statement “Shell has 700 new oil and gas fields” gives the incorrect impression that Shell has recently expanded its activities significantly. In reality, these are undeveloped fields in which Shell has interests and it is not certain whether they will actually be developed. This nuance is missing from the commercial.

The accusation that the commercial was offensive or derogatory to Shell, which the complainant claimed, was rejected by the Commission. According to the Committee, criticism of a company falls within freedom of expression, as long as it is not gratuitously insulting.

Shell and Milieudefensie are more often at loggerheads over climate policy. The environmental organisation previously brought several lawsuits against Shell and announced another one in May 2025, aimed at stopping new oil and gas projects.

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