Government launches E10 advertising campaign 

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The government had launched a national advertising campaign ahead of the rollout of greener E10 fuel.

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E10 will launch across all petrol stations in Great Britain from September, potentially cutting transport CO2 emissions by 750,000 tonnes a year.

The campaign, which aims to raise awareness of the fuel, will begin in mid-June. It will be seen on fuel pump labels and in targeted digital, radio, and social media advertising.

In addition, the campaign will encourage motorists to check their vehicle is compatible with the fuel.

Transport minister, Rachel Maclean, said: “The rollout of E10 is the latest in a string of measures we’re taking to cut road emissions, reduce pollution and keep us on track to meet our ambitious net zero by 2050 target.

“This campaign will not only make drivers aware of the changes we’re making, but will also show millions of motorists how E10 introduction plays a part in helping reduce carbon emissions and build back greener with every tank of petrol.”

The introduction of E10 will see renewable ethanol in petrol double from the current petrol blend E5, which contains no more than 5% ethanol, further reducing emissions from millions of cars in line with our climate change targets. A small number of older vehicles, including classic cars and some from the early 2000s, will continue to need E5 fuel, which is why supplies of E5 petrol will be maintained in the super petrol grade.