An advert from Shell for its FuelSave unleaded and diesel fuel has been ruled as ‘misleading’ over claims that it can help improve a car’s miles to the gallon.
A direct mailing and radio advert for the fuel suggested drivers could ‘save up to one litre of fuel per full tank at no extra cost’, compared to using conventional fuel. The advert received complaints that the claims exaggerated the benefits of using the special FuelSave fuel.
The ad stated "Our scientists have developed a regular fuel to help you save" adding "The scientists at Shell are committed to creating fuels that improve your fuel economy. Their latest fuels – Shell FuelSave Unleaded and Diesel – are designed to help you save fuel and money. These advanced fuels each have a special formula enriched with a Shell Efficiency Improver combined with a special detergent package – designed to improve your fuel economy from the very first fill.”
The Advertising Standards Authority (ASA) upheld the complaints, after ruling that Shell had provided inadequate proof that the cars could save up to 2 per cent of fuel per 50 litre tank fill up.
The oil firm submitted the test results for four cars tested with the fuel as proof that at least 10 per cent of customers-the minimum required by the watchdog- could save the maximum fuel amount claimed in the advert. ASA ruled that this was insufficient and has ordered the company not to use the adverts again in their current form.
