Petrol station brand in hot water over diesel claims in SA

TotalEnergies is in the firing line over claims that one of its diesel products improves engine performance and delivers environmental benefits.

Formerly known as Total South Africa, TotalEnergies Marketing South Africa is a major player in South Africa’s downstream petroleum and energy market.

It has over 500 service stations and convenience stores nationwide and provides a variety of motoring products and services, including fuel, lubricants, and gas.

It operates as the South African marketing and distribution affiliate of the French multinational energy company TotalEnergies.

The South African branch is 50.1% owned by TotalEnergies SE with Netherlands and African-holding structures, while the remaining 49.9% is owned by South African shareholders.

One of the products it sells in South Africa is Excellium Diesel 10, which it promotes as offering improved engine efficiency and environmental benefits, including:

• More Kilometres: Using Excellium Diesel D10 will result in more kilometres, as it is specifically engineered to provide superior fuel efficiency
• Lower CO₂ emissions: Reduce polluting emissions by improving your engine’s performance.
• Longer Engine lifespan: The fuel contains special additives and detergents that help to keep the engine cleaner and prevent the formation of engine deposits.

“By using this advanced diesel product, the wear and tear on the engine components are reduced, resulting in a longer and more reliable engine life,” it states.

Complaint filed at the Advertising Regulatory Board

A consumer organisation has lodged a complaint against TotalEnergies Marketing South Africa’s Excellium Diesel 10 claims with the Advertising Regulatory Board (ARB).

It argued that the claims are presented to motorists without the necessary context, limitations, or substantiation, and are therefore potentially misleading.

“There is no reference to the baseline fuel for comparison, no mention of the vehicle type, driving conditions, or geographic context,” it said.

Furthermore, the group said that the claim that the product delivers environmental benefits constitutes “greenwashing” as diesel is a fossil fuel with inherent CO₂ emissions.

It added that any efficiency gains are marginal and test-specific, not a fundamental change in environmental impact.

TotalEnergies Marketing South Africa responded, saying that the claims on its website are clear and not misleading.

The petroleum company highlighted that it holds documentary evidence, providing information on the context of the test conducted.

This evidence is available to the public and can be found on the EcoSolutions webpage about Excellium Diesel.

It said the results were obtained from open-road Real Driving Emissions tests conducted by the independent APL laboratory in Germany in 2021.

Despite this, the ARB was unconvinced and ultimately ruled against TotalEnergies.

“There is no asterisk or disclaimer indicating that the lower CO2 emissions are based on a particular test on a particular vehicle,” the ARB said.

“Consumers are not alerted in any way to the relevant tests, the limitations of the claim, or the relevance of the claim to their own vehicles.”

It said that TotalEnergies must include the relevant asterisk or disclaimer and make the information more easily accessible to consumers.

It ruled that TotalEnergies was in breach of South Africa’s advertising code and instructed its members not to accept advertising with these claims.