The US oil firm ExxonMobil is reportedly set to take action after the UK advertising watchdog banned its latest advertising campaign, which claimed that natural gas is "one of the world's cleanest fuels".

Following a number of complaints from viewers, the Advertising Standards Authority (ASA) has sided with the argument that the advertising campaign misleads the public into believing that liquefied natural gas is environmentally friendly.

Specifically, the ASA has argued that viewers would not see ExxonMobil's statement as a comparison against other fossil fuels, but against all energy sources in general, including wind and solar power, which are both included in the advert.

Commenting on the decision, Nick Thomas, the corporate affairs director for ExxonMobil subsidiary Esso UK, stated that the company is "very disappointed".

"Our advertisement accurately stated that natural gas is one of the world's cleanest fuels, that liquefied natural gas will play an important role in delivering new energy supplies, and that all forms of energy will be needed to meet growing demand," he told the Guardian.

This case comes as the Glendow hydro electric dam at Loch Ness in Scotland has been plugged by first minister Alex Salmond, as the country looks to become a world leader in green energy.