Comms Declare, an advocacy group, has issued a warning to agencies considering pitching for Shell Energy Australia's creative account. Belinda Noble, the founder of Comms Declare, criticised Shell for weakening its 2030 emissions reduction target and abandoning its 2035 target. She referred to Shell as an "Olympic gaslighter" that is "betting against the energy transition and a safe future for our children".

What Comms Declre describes as Shell's greenwashing claims, including promoting a net zero target in Australia that was not part of its business plan, are currently under investigation by the corporate regulator. Noble suggests that agencies working with Shell would be supporting a corporation resisting the energy transition and risking their own reputation.

The Draft Environmental Claims Code from the AANA warns against green claims from fossil fuel companies due to the overall environmental damage they cause. New EU Directives also prohibit net zero claims based solely on offsets and vague environmental claims. Havas, after taking the Shell media account, faced backlash including a review of its BCorp status, loss of a client, staff unrest, and a forced evacuation of its London offices due to an Extinction Rebellion protest.