Shell Won’t Reuse a Mileage Claim

DALLAS The National Advertising Division of the Council of Better Business Bureaus said Shell Gasoline would no longer promote a fuel economy claim it used in a $25 million ad campaign last June.

The organization investigated the truth and accuracy of certain claims that were challenged by Chevron USA. Those claims stated Shell’s gas “reduces friction between moving parts inside your engine, like pistons and rings, which slide more easily inside cylinders,” and that its fuel allows “up to five extra miles per tank” and results in “better mileage.”

NAD, the ad industry’s self-regulatory body, said the Houston petroleum company “provided a reasonable basis for its friction reduction claims.”

A Shell representative said the company has no plans to run the ad campaign again and won’t use the “up to five extra miles per tank” in future advertising. But Shell could make different fuel economy claims and could use the less friction claim in the future, she said.

WPP Group’s J. Walter Thompson in Houston handles Shell’s advertising.

Shell, an affiliate of Royal Dutch/Shell Group of Cos., is the world’s second-largest oil company in terms of revenue, trailing ExxonMobil. The company’s ad expenditures totaled $45 million last year, according to TNS Media Intelligence/CMR.

This story has been updated with client comment.