Shell pulls TV ad as performance claims ruled misleading

by Sam Matthews,, Brand Republic 04-Jan-05, 15:20

LONDON - Oil giant Shell has pulled a television ad by J Walter Thompson for its Optimax unleaded fuel after watchdogs found the ad misleading for claiming it can make a difference to a car's performance.

One viewer complained to Ofcom about the ad, which implied that the product would work for all cars when most cars would see very little performance gain.

The voiceover for the Optimax ad promised drivers extra power and mentioned the Ferrari name to excite interest.

"If you're already using Optimax Unleaded you'll know the difference it can make -- the extra power to respond safely just when you need it... but then what else would you expect from the only fuel developed with Ferrari."

Shell said it had been careful to state the difference the product "can" and not "will" make, thus making it a possible benefit and not a certainty. It also said the ad was used to remind viewers already using the fuel of its capabilities.

Ofcom disgreed and ruled that the ad did suggest that the product does work by the use of the word "can" and viewers would see this as an absolute claim, endorsed by the Ferrari statement, although it did appear to be directed to existing users it would be misleading to new users. Shell was forced to drop the ad.

The viewer also cited a previous ruling by the ASA where a leaflet ad for Shell Optimax unleaded was called into disrepute in 2003 after a viewer complained the advertisers claim Optimax was the "best performance unleaded" was inaccurate.

After obtaining expert advice, the ASA ruled in February 2004 that the claim "best performance unleaded" was untrue and told the advertiser to delete the claim until it could substantiate it.

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