Mapped: The Ad Agencies Behind A French Oil Giant’s Ill-Fated Rebrand
A Paris civil court ruled that TotalEnergies misled consumers with inflated climate claims, marking the first court judgment against the fossil fuel industry’s net zero narrative.
The 2021 rebrand by the French oil giant claimed it could be a carbon-neutral company by mid-century, despite continuing to make its main business oil and gas.
Nine advertising agencies were involved in the rebrand, but none were charged in the case.
The verdict may have big implications for the entire ad industry, as it is the first time a court has found an oil major broke the law with its climate action claims.
Author's summary: TotalEnergies rebrand misleading.
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