Advertising Standards Authority rules Peabodys clean coal ad misleading

WWF on why it stood up to the worlds biggest private coal company over an advert that claimed clean coal technologies would help developing countries

Picture this. Poor people in developing countries suffering from a lack of modern energy supply. A young woman cooking on an open-pit fire. Two boys reading by flashlight. An old woman warming her hands in front of an indoor electricity heater fire. These images were found in a recent advertising campaign by Peabody Energy – the worlds largest private sector coal company – bearing the headline Lets brighten the many faces of global energy poverty.

The accompanying advertising text claimed that energy poverty was the worlds number one human and environmental crisis, and that Peabody Energy is working to end energy poverty, increase access to low-cost electricity and improve emissions using todays advanced clean coal technologies.

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