The full-page ads, which will break in February to coincide with the oil company's annual results, will list signatories of a petition demanding that it 'stops destroying the environment' and uses its profits to clean up its 'mess'.
Shell's ads use case studies of environmental projects, while its business principles include good environmental performance and protecting human rights. It also sponsors the Wildlife Photographer of the Year competition.
Earlier this year, the company launched a £200m global ad campaign, created by JWT, to promote itself as the sector's most innovative fuel producer through its development of more efficient fuels (Marketing, 7 June).
Friends of the Earth claims that the firm is still causing enormous environmental and social problems around the world.