The planned expansion of Preem's refinery in Lysekil has been at the center of the climate debate, and the company has used several different channels to get its message out. Among other things, they have purchased a radar-article-like ads, so-called "native advertising" in mixed newspapers Dagens Nyheter and Expressen.
Preemwill not tell you how much money you put into the article ads, but you explain that you bought them to reach out with a more in-depth information about their future plans.
“It's a way to develop more comprehensive texts than in a single ad,” says Ulrika Fager, Head of Communication and Public Affairs at Preem.
But Greenpeace calls into question the sausage content, and is now reporting the campaign to the Consumer Ombudsman.
- First of all, it is a weak sender identification, you cannot always interpret that it is advertising. Second, it is full of claims that are misleading or inaccurate, says Gustav Martner, Nordic Digital Head of Greenpeace.
The texts have an ad tag that shows that the content comes from Preem. The company states that all claims are fact-checked and refute that one would engage in "greenwashing".
Compare with "healthy cigarettes"Among the claims that Greenpeace criticizes is a formulation that the company's refinery would be "one of the world's most climate-efficient".
- Describing a refinery with some form of climate benefit is like talking about health co-cigarettes. Of course, there may be a difference between one cigarette filter and another, but a long time ago we came to the conclusion that it is not reasonable to talk about healthy cigarettes, says Gustav Martner.
According to Preem, the word "climate-efficient" refers to the company's operations causing less environmental damage per unit of production than other companies.
- Compared to other refineries and large industries, we have climate efficiency, says Ulrika Fager.
You produce more oil products but with less climate impact than others who have had the same production?
- Yes man can say.
"Climate-efficient" should also not be perceived as "good for the climate".
- We have weighed our concepts and words in many ways.
So you do not claim that an extension is "good for the climate" but that it is "climate efficient"?
- Yes.
See the arguments in the video above.