The Advertising Standards Authority (ASA) has partially upheld a complaint against Lloyds Banking Group PLC (LSE:LLOY)'s sustainability advertising, deeming one of four investigated advertisements misleading.
The complaint focused on a LinkedIn post highlighting Lloyds’ commitment to reducing fossil fuel reliance and financing renewable energy projects.
The ASA concluded the ad omitted material information about Lloyds’ significant financing of high-emission industries, potentially misleading consumers about the bank's environmental impact.
Lloyds defended the ad, stating it provided clear and accurate information, backed by its 2023 Sustainability Report.
The report noted Lloyds’ total financed emissions at 32.8 million tonnes of carbon dioxide equivalent in 2022.
The bank argued that its efforts, such as halving energy consumption by 2030 and exiting thermal coal financing, demonstrated a genuine commitment to sustainability.
But the ASA determined the advertisement failed to adequately qualify its claims about Lloyds' role in the energy transition.
Lloyds shares bounced 1.6% higher to 55.1p each today.