In 2022, research revealed that the UK advertising industry contributed significantly to the annual carbon footprint of every UK citizen. This impact, known as ‘advertised emissions,’ is linked to the extra consumption of goods and services driven by advertising. This finding has raised concerns about the environmental impact of advertising firms, as they have not faced litigation on climate grounds like many of their carbon-intensive clients.
One of the groups reporting the complaint against the advertising industry is Adfree Cities, co-directed by Dr. Veronica Wignall. She emphasized the role of advertisers in shaping desires and highlighted the promotion of products from polluting brands like Shell and Coke. The complaint, co-written by Margherita Cornaglia and Harj Narulla from Doughty Street Chambers, marks a significant increase in legal risk for advertisers working with high-emitting clients.
Investors at WPP have also expressed concerns about the legal and reputational risks associated with working for fossil fuel companies. Andreas von Angerer from sustainable investment firm Inyova highlighted the urgency for PR and advertising firms to address these risks. The complaint against WPP aims to hold the company accountable for breaching human rights, climate, and environmental duties under OECD Guidelines.
WPP’s own Annual Report 2023 states a policy of not taking on client work that goes against the objectives of the Paris Agreement. However, WPP’s work with fossil fuel companies and other polluters contradicts this policy, leading to accusations of greenwashing. Advertisements created by WPP agencies for companies like Shell and BP have faced scrutiny for misleading consumers about their environmental impact.
The complaint also addresses WPP’s work with clients like CocaCola and automotive companies promoting SUVs, which contribute to increased emissions. The complaint accuses WPP of promoting false and misleading claims about its climate behavior and calls for the company to comply with international rules and conduct proper due diligence to reduce environmental damage.
WPP’s alleged breaches of OECD Guidelines have significant implications for corporate governance and responsible business conduct. The complaint seeks to compel WPP to align with climate goals, drop clients not committed to sustainability, and stop making misleading claims. Failure to take action could result in WPP being found in breach of OECD Guidelines.
In conclusion, the advertising industry’s role in promoting polluting products and misleading messages has come under scrutiny. Advertisers must be held accountable for their impact on the environment and work towards promoting sustainable practices. The complaint against WPP underscores the need for greater transparency and responsibility in the advertising sector to address climate change challenges.
