Fossil fuel ads mislead millions, says groundbreaking report

5 March 2025: A new report − the first of its kind in South Africa − reveals the scale of fossil fuel greenwashing in South Africa, with misleading advertisements from the country’s six largest petroleum companies including Sasol, Shell, and TotalEnergies reaching 15 million people each month.

Called “Smoke and Mirrors: Decoding Fossil Fuel Industry Advertising in South Africa,” the report was produced by Fossil Ad Ban (FAB), a campaign of Fossil Free South Africa, and launched in Cape Town on February 26, 2025. It draws on similar international studies and academic research to examine how fossil fuel companies use advertising to shape public perception.

The researchers examined over 200 advertisements placed on television, radio, digital, print and outdoor media, between May and July 2024. They found that through strategically crafted language and imagery, fossil fuel companies are creating the impression of being committed to renewable energy and helping communities to thrive. In reality, they are continuing to fuel the climate crisis, which is destroying a rising number of people’s lives.

“Greenwashing is a key tactic used by fossil fuel companies to delay climate action, but many South Africans are unaware of it in their day-to-day lives,” said FAB campaigner Thameena Dhansay.

“This report is a critical first step in identifying these deceptive practices, informing the public and policymakers about it, and pushing for accountability.”

Smoke and Mirrors

The report identified recurring themes in the advertisements, including fossil fuel companies’ claims of being environmentally responsible, committed to society’s future, and concerned about people’s wellbeing. These messages are conveyed through the use of colloquial language, images of wind turbines and solar panels, happy people, references to science and technology, and claims of positive impacts on employees and communities. In truth, fossil fuel companies invest a negligible amount on renewables while continuing to expand their fossil fuel activities, which is escalating the climate crisis and devastating countless lives.

FAB Campaign Manager Lazola Kati commented: “Looking at these ads, you’d think fossil fuel companies were in the business of producing wind turbines, solar panels, or even picnic blankets − but that’s pure deception. The vast majority of their projects and investments remain in fossil fuels, with only a token commitment to renewable energy. They are actively working against the very things that the adverts depict, but want to benefit from the image of sustainability.”

FAB is calling for the City of Cape Town as a start, and ultimately all of South Africa, to ban fossil fuel advertisements in line with a call from the United Nations, following in the footsteps of France and The Huge − and as happened for the tobacco industry in the past. The report recommends that the interpretation of greenwashing should be expanded from misleading environmental claims to include deceptive imagery and language, and that fossil fuel companies should be investigated for greenwashing over all their misleading advertisements.

A growing movement

The Hague recently became the first city to ban public advertisements for high-carbon industries, including petrol, diesel, and aviation. Speaking at the launch, Martine Dopppen of Reclame Fossielvrij (Fossil Free Advertising) emphasised the growing movement, noting that 50 campaigns worldwide are pushing for similar bans, with over 20 municipalities already taking action.

“I hope Cape Town and other South African cities will follow,” she said.

The GOOD Party is the first political party to endorse the FAB campaign. Speaking at the report launch, GOOD’s National Youth Organiser Kaden Arguile reaffirmed the party’s dedication to environmental reform and its support of FAB.

“Fossil fuel propaganda is causing a green future to slip away from us… The concept of a fossil ad ban needs to be amplified. Collaboration between political parties and non-governmental organisations is needed to achieve this vision.”

Find the FAB report here. Download this press release here.

For more information and interviews, contact Lazola Kati at lazola@fossilfreesa.org.za/ 072 956 7753 or Thameena Dhansay at thameena@fossilfreesa.org.za/ 0641147594.