14 March: Gas company Clarus has removed an ad about ‘renewable gas’, in response to complainants arguing the ad was ‘misleading’. The ad – which was running on Stuff and NZ Herald – was quickly withdrawn after Clarus was contacted by the Advertising Standards Authority (ASA). The ad read; “Renewable gas now flowing – Enjoy all the same benefits of gas with renewable gas. Learn more”.
Complainants – including 350 Aotearoa campaigner Adam Currie – took issue with the term ‘Renewable gas’. Currie says “The ads claim that ‘renewable gas is now flowing’ is deeply misleading. There is no such thing as renewable gas. For the foreseeable future, any biomethane produced at the Reporoa facility will make up a tiny fraction of Clarus’ gas supply. In addition, all of this biomethane is blended with regular fossil gas – it is no way renewable. This is classic greenwashing—deceptive and irresponsible. Clarus has admitted their gas is blended with fossil fuels, yet their marketing leads consumers to believe they are buying a fully renewable product. If a company wants to advertise a blended fuel, they should be transparent about the exact percentage of renewables.”
“On top of this, the science tells us that one of the worst climate impacts of gas actually comes from the gas leakage – a leakage rate of 0.3% makes gas whole-of-life emissions equivalent to coal. The chance that the emissions of gas leakage are less than that crucial 0.3% is basically zero. (where globally they often average 2-4%) There is simply no such thing as renewable gas, and Clarus should be embarrassed for trying to mislead New Zealanders. The fact Clarus removed the ad immediately after being contacted by the Advertising Standards Authority shows how misleading their ad was.”
“The fossil fuel industry is doing everything they can to con New Zealanders into thinking oil, gas and coal has a future. It doesn’t. In light of misleading ads such as this one, we vow to continue opposing the greenwash of dodgy fossil fuel companies like Clarus, and continue to be honest about the climate and social impacts of fossil fuels,” says Currie.
On March 10, at 4:09 PM, the ASA finalised the complaint details, confirming the issues complainants took with the ad. Less than 24 hours later, at 1:53 PM on March 11, complainants were advised that Clarus had withdrawn the ad, in response to the complaints. The complaint is now considered ‘settled’ by the ASA’s chair.
Clarus, formerly Firstgas, owns and operates Rockgas, New Zealand’s largest retailer of liquefied petroleum gas (LPG). Clarus also owns Firstgas, which operates the Maui pipeline, transporting around 78% of New Zealand’s fossil gas.
ENDS