Eveline Lubbers on Fri, 26 May 2000 17:13:03 +0200 (CEST)


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[Nettime-bold] Shell has to adjust Pura campaign


May 16, 2000
Shell has to adjust Pura campaign

The Dutch Advertisement Code Commission ruled that Shell has to 
change her campaign for Shell Pura. A few weeks ago the producers 
of the critical VPRO television show with the ironical name of Waskracht 
(Washing power) filed a complaint at the Commission about the 
misleading  character of the campaign. Shell pretends to introduce a 
revolutionairy new brand of petrol, that would spare the environment, or 
even improve it. Judging by the environmental effects, Pura is not so 
much different from other petrols, specially because of all the energy 
demanding production processes that are needed for Shell Pura. 

Because companies have far reaching liberties to run advertising 
campaign the way they want to, the complaint was partially allowed. 
Shell is allowed to continue the campaign but in a strongly reduced 
version, whereby the purifying aspect of Pura and the improvement of 
the environment have to be avoided  because they are misleading the 
public.
Shell spokesman Reinier Treur said Shell would adjust the campaign as 
soon as possible, but declared to be satisfied at the same time, because 
the Commission did not rule against the campaign as a whole.

Source: Pamflet, Dutch left newsservice and VPRO Press statement May 
16, 2000
Translation: eveline lubbers






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