Shell fuel adverts banned for telling porkies

Ads released this year proclaiming that specially developed Shell fuel could help customers save money and motion lotion have been banned after little, or no, saving was found.

The first advert, a direct mailing effort, sent in March this year said: "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 Shell Efficiency Improver combined with a special detergent package - designed to improve your fuel economy from the very first fill." The ad was illustrated with a scientist holding a one-litre beaker of fuel with the promise that drivers could save a litre of fuel per tank.