B Lab, which certifies businesses a score based on their social and environmental credentials, is to launch a formal review following complaints about advertising agency Havas’ links with Shell.
In an email seen by campaign group Clean Creatives B Lab said it would look into whether the addition of new clients in controversial industries impacts Havas’ compliance with limits on clients.
It also said it would look into whether any inaccuracies were shared in the application process, as well as any additional allegations.
It comes after a collective of 26 communications and advertising agencies submitted an official complaint letter to B Lab, requesting immediate action on B Corp-certified agencies working with the fossil fuel industry.
The move sparked backlash from campaigners and purpose-driven agencies.
In the original letter the collective asked B Lab to declare and apply the same criteria to B corp advertising and PR agencies with high polluter clients, as it applies to high polluter companies themselves.
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They also asked that B Lab declares and applies the same criteria to parent companies of B Corps, and that it takes action immediately.
Each of the agencies that co-signed the letter are members of Clean Creatives pledge and refuse to work with the fossil fuel industry.
Clean Creatives executive director Duncan Meisel said: “Havas’ decision to make its B Corps a part of Shell’s misleading marketing is a clear threat to the integrity and brand of the B Corp movement. B Corps should not be producing marketing and PR for the world’s biggest polluters, and we are grateful to B Lab for continuing this investigation so that their many members who support serious climate action can be heard”.
