UK watchdog deems Shell’s ‘drive carbon neutral’ ad campaign acceptable

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FILE PHOTO: A digital hoarding in southwest London displays an advert for Shell?s “drive carbon neutral” campaign, which is being investigated by Britain?s Advertising Standards Authority (ASA), in London, Britain March 1, 2020. REUTERS/Matthew Green/File Photo

LONDON (Reuters) – A Royal Dutch Shell (RDSa.L) advertising campaign promising customers they can “drive carbon neutral” has been deemed acceptable under Britain’s advertising rules following an investigation, regulators said on Wednesday.

The Anglo-Dutch oil major said in October that it would become the first petrol retailer in Britain to offset the carbon dioxide emissions from customers’ fuel purchases at its service

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