Thursday, March 24, 2011

ExxonMobil biofuel ad banned in England

A post on Euractiv noted

In the ExxonMobil ad, a scientist said that "in using algae to form biofuels, we're not competing with the food supply, and they absorb CO2, so they help solve the greenhouse problem as well".

But a complainant, who noted that any carbon dioxide absorbed by algae would be re-released back into the atmosphere when it was burned as fuel, objected that the ad misleadingly implied that the technology would reduce CO2 levels.

The ad was not acceptable in England:

However, the UK Advertising Standards Authority (ASA) considered that the ad's claim "went beyond stating the mitigation benefit".

According to the authority, the scientist's statement may mislead viewers to conclude that it was due to the absorption of CO2 from the atmosphere that using algae to form biofuels helped "solve the greenhouse problem," by acting as a carbon sink.


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