Four Havas agencies have lost their B Corp status, as B Lab shared its decision after a complaint was issued by activist collective Clean Creatives calling for urgent action on the agency’s links with Shell.

The agencies to have lost their B Corp status include Havas London, Havas Lemz, Havas New York and Havas Immerse.

The agency was subject to protests from Extinction Rebellion earlier this year.

The decision from B Lab to revoke the B Corp credentials, which include credentials around ethics and sustainability, comes after Havas won another contract with the fossil fuel company after a review earlier this year.

According to the certification group, it is down to the fact that despite not all Havas agencies being involved in the contract “the common brand name means the entire group is ultimately required to earn certification”.

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In a statement shared with Marketing Beat B Lab said: “Havas has cooperated throughout B Lab’s investigation and accepts the ruling; however, they have resolved not to adopt the remediation actions required to maintain certification. Their agencies Havas London, Havas Lemz, Havas New York, and Havas Immerse are no longer Certified B Corps.”

It added that other entities in the Havas group are also ineligible to certify.

Speaking about the decision, Clean Creatives executive director Duncan Meisel thanked B Labs for “doing the right thing”.

“They listened to the dozens of B Corps who spoke out about this and took the right steps to protect their community from agencies that wanted to use certification as a cover for greenwashing,” he continued.

Founder of B Corp certified Good Agency Chris Norman, who joined Clean Creatives in lodging the complaint against Havas, added that there “should never have been any doubt that an agency helping promote and support a fossil fuel company should retain its B Corp accreditation.”

“Whilst the delay has been damaging to B Lab’s reputation, and undermines confidence in the accreditation, we are pleased that there is now a precedent that establishes this principle”.

Havas CEO Yannick Bolloré has previously defended the decision in an interview with Campaign magazine to keep Shell as a client, arguing that it could use insider influence to improve sustainability.

In a statement shared with Marketing Beat Havas said: “Havas has cooperated in good faith throughout B Lab’s investigation, while simultaneously preserving the integrity of confidential client information.”

“Whilst the investigation recognises that our certified agencies (Havas London, New York, Lemz and Immerse) do not have a relationship with Shell, we accept the ruling and they will cease to be B Corp certified.”

Havas stated that it maintains its “level of commitment towards sustainability”.

Clean Creatives has also issued a complaint against five further agencies.

Reactions across the industry

Co-founder of climate focused Purpose Disruptors Lisa Merrick-Lawless said the team knew many people “who are working hard to drive forward ambitious climate plans for the business, who care and to whom this news will be devastating.”

“But the ruling was sadly inevitable. If B-Corp wants to set the gold standard for environmental and corporate governance (as it should), working with Shell – a company falling behind on climate promises and expanding fossil fuel activities – is at odds with that mission. Leaders making decisions at the very top must take note,” she added.

“You cannot have your cake and eat it too – we hope this makes other leaders think twice about their priorities for the future,” she added calling on businesses to take action “now and in the future”.

Featured Image: Extinction Rebellion protesters outside Havas