Sylvie Willis
The fossil fuel industry's influence on news media is a pressing issue that has gained significant attention in recent years. As public awareness of the industry's deceptive messaging and its detrimental impact on climate action increases, concerns have been raised about the financial ties between fossil fuel companies and prominent news outlets. This relationship has led to accusations of media organizations engaging in greenwashing by publishing misleading promotional content and allowing fossil fuel corporations to spread their narratives on climate change. While news outlets defend these partnerships as essential for revenue generation, critics argue that they compromise journalistic integrity and hinder independent environmental journalism. The discussion surrounding this topic highlights the ethical dilemmas faced by the media industry and the potential consequences for public trust and the planet.
| Characteristics | Values |
|---|---|
| Fossil fuel industry's annual profit | $760 billion |
| Fossil fuel industry's annual advertising expenditure | $1.4 billion |
| Fossil fuel industry's annual profit in 2024 | $102 billion |
| Fossil fuel industry's annual profit in 2023 | $2.7 trillion |
| Fossil fuel industry's capital expenditure on clean energy in 2023 | 4% |
| Fossil fuel companies | Adnoc, Aramco, BP, Chevron, ExxonMobil, Mobil Oil, and more |
| News outlets with internal brand studios | Bloomberg, The Economist, The Financial Times, The New York Times, Politico, Reuters, The Washington Post |
| News outlets with no support from fossil fuel corporations | The Guardian |
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What You'll Learn
Fossil fuel companies pay for advertising in news outlets
Fossil fuel companies have been known to pay for advertising in news outlets. This has been a concern for many, especially given the climate crisis. The practice, known as "native advertising" or "greenwashing", involves fossil fuel companies paying news outlets to publish positive content about their industry, often without disclosing the commercial nature of the content. This blurs the lines between advertisements and journalism and can mislead readers.
A report by DeSmog and Drilled analysed the extent of commercial partnerships between trusted news outlets and fossil fuel companies. They found that major news outlets such as Bloomberg, The Economist, The Financial Times, The New York Times, Politico, Reuters, and The Washington Post had internal brand studios that created advertising content for fossil fuel companies. This content took various forms, including podcasts, newsletters, videos, and sponsored events.
For example, in 2022, The New York Times' T Brand Studio created a podcast for BP that touted the decarbonization efforts of high-emitting industries. Similarly, Reuters Plus, the internal ad studio at Reuters, produced a podcast in partnership with Saudi Aramco, a fossil fuel company, without adequately disclosing the sponsorship.
The advent of brand studios within news outlets has supercharged these content programs. Publications now have dedicated staff creating tailored content for advertisers, often at a higher cost than traditional ad rates. This has become an important revenue stream for newsrooms facing financial challenges due to the decline of classified and display advertising. Fossil fuel companies have been willing to pay for these opportunities to improve their public image and spread their narrative on climate change.
The effectiveness of native advertising is evident, with a 2018 study finding that fewer than one in 10 digital news readers could accurately identify content from news outlets as advertising. This has led to concerns about journalistic ethics and calls for news outlets to refuse fossil fuel advertising to counter industry propaganda and improve their credibility.
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News outlets tailor content to readership
News outlets have been criticised for their relationships with fossil fuel companies, with accusations that they tailor their content to suit the fossil fuel industry's agenda. In particular, Bloomberg, The Economist, the Financial Times, the New York Times, Politico, Reuters, and The Washington Post have been called out for their commercial partnerships with Big Oil. These outlets have internal brand studios that create advertising content for fossil fuel companies, including podcasts, newsletters, videos, and advertorials.
The creation of "'brand studios' within major media outlets has led to dedicated teams crafting content for advertisers, with the ability to tailor this content to the outlet's readership. This content comes at a premium, making it an attractive prospect for newsrooms facing revenue losses. Fossil fuel companies have been willing to pay for these opportunities, leveraging the media technology of the day to their advantage.
While the media industry is driven by economic interests, it is important to recognise that news outlets do tailor their content to specific readerships or audiences for various reasons. Traditional news outlets tend to discriminate regarding who they want to reach and who they leave aside. Larger, national-distribution news outlets target populations based on socioeconomic and political characteristics rather than geographical factors. They focus on reaching audiences with a higher "quality" that can be sold to advertisers, neglecting underserved areas with lower populations and higher deprivation levels.
Some news outlets have a specific style or focus that attracts a certain type of reader. For example, Bloomberg is known for delivering fast, spot-on news, particularly suited to those on Wall Street. PCMag, on the other hand, stands out for its detailed and hands-on approach, attracting readers who care about the finer specifications of products.
The power of the press to shape the informational landscape is significant, even in an era of democratic access to information. While some outlets may tailor their content to suit commercial interests, it is essential to consider the broader implications and maintain journalistic integrity, especially when addressing critical issues such as climate change.
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Fossil fuel companies sponsor news outlet events
Fossil fuel companies have been known to sponsor news outlet events, with some news outlets even creating custom industry conferences explicitly designed to remove the "pain points" that hold back faster oil and gas production.
According to a report by DeSmog and Drilled, several major news outlets have internal brand studios that create advertising content for fossil fuel companies. These include Bloomberg, The Economist, The Financial Times, The New York Times, Politico, Reuters, and The Washington Post. These brand studios produce a range of content, from podcasts to newsletters, videos, and advertorials, and some outlets allow fossil fuel companies to sponsor their events.
For example, Reuters has been known to create custom industry conferences and summits aimed at increasing oil and gas production. They also stage trade shows and create digital events and webinars for vendors in the fossil fuel supply chain looking to connect with oil and gas companies. Chevron and Shell sponsored Reuters' "Hydrogen 2023" event, and Reuters partnered with Chevron for its "Reuters Impact" climate event in London in 2023 and its upcoming "Global Energy Transition Summit" in New York in 2024.
Other examples include The Economist's "Future of Energy Week" event in 2022, which was sponsored by Petronas and Chevron, and Politico's "Energy Vision" summits, which have been sponsored by Shell since 2017. The New York Times also took in more than $20 million in advertising revenue from fossil fuel companies from October 2020 to October 2023, with a significant portion coming from Saudi Aramco.
These sponsorships and advertising partnerships between news outlets and fossil fuel companies have raised concerns about the spread of misleading climate claims and the potential influence on media coverage of climate-related issues.
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Fossil fuel companies fund misleading promotional content
Fossil fuel companies have a long history of spreading misinformation about climate change. They have spent billions of dollars on advertising and lobbying to delay climate action by misleading the public and policymakers about the reality of the climate crisis. This has taken the form of advertisements with headlines such as "Oil pumps life" and "Lies they tell our children".
In recent years, the issue of fossil fuel companies' spending to improve their image has gained traction. These companies have invested heavily in "narrative capture" and lobbying since the Paris Agreement in 2016, with a significant portion of their spending going towards misleading branding campaigns. They have also established cooperative relationships with reputable academic institutions to create a false impression of environmental responsibility.
Native advertising, or advertorials, has been a common strategy used by fossil fuel companies to spread misinformation. These advertisements, published in reputable news outlets, are designed to resemble authentic editorial content. They take advantage of the credibility of the news outlet to promote their agenda. Notable examples include WP BrandStudio, which has produced content for BP and Lockheed Martin, and T Brand Studio within the New York Times, which has worked with Chevron, Exxon Mobil, and Shell.
The establishment of internal "brand studios" within major media outlets has exacerbated the problem. These dedicated teams create tailored content for advertisers, charging higher rates than traditional advertisements. Fossil fuel companies have been willing to pay these rates, leveraging the credibility of the news outlets to spread misleading promotional content. This practice has been observed in at least seven major news outlets, including Reuters, The New York Times, Bloomberg, The Economist, The Financial Times, Politico, and The Washington Post.
The collaboration between news outlets and fossil fuel companies has led to a dissemination of misinformation, with advertisements promoting fossil fuels and downplaying the importance of renewable energy sources. As a result, readers are left confused, receiving mixed messages from climate reporters and corporate-sponsored content.
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News outlets face revenue loss without fossil fuel funding
News outlets have long relied on advertising revenue to sustain their operations. However, with the advent of new media and changing consumer habits, traditional news outlets have faced challenges in maintaining their revenue streams. As a result, many have turned to innovative ways to attract advertisers and maintain their bottom lines. One such innovation is the creation of internal "brand studios" dedicated to crafting tailored content for advertisers, including those from the fossil fuel industry.
These brand studios offer customised advertising packages that come at a premium, making them attractive sources of revenue for news outlets grappling with financial pressures. The fossil fuel industry, with its deep pockets, has been a willing partner in this arrangement, leveraging these opportunities to promote its agenda. This dynamic has resulted in a complex relationship between news outlets and the fossil fuel industry, with potential implications for media integrity and public trust.
The financial dependence on the fossil fuel industry has raised concerns about the independence and objectivity of news outlets. While advertising has always been a vital component of the media landscape, the nature of the fossil fuel industry's messaging and its potential impact on public perception cannot be ignored. This is especially pertinent given the industry's history of spreading misinformation and greenwashing its practices.
The influence of the fossil fuel industry's advertising spending is evident in the content produced by news outlets. In some cases, the lines between editorial content and advertising have become blurred, with sponsored material presented in ways that mirror authentic journalism. This dynamic has the potential to mislead readers and undermine the credibility of the news organisations themselves.
To address these concerns, some news outlets have recognised the importance of refusing fossil fuel funding. By denouncing this support, outlets can enhance their credibility, disrupt the fossil fuel lobby's ideological agenda, and promote independent environmental journalism. However, this decision also comes with financial implications, as news outlets must navigate the challenge of maintaining profitability while upholding their commitment to factual and unbiased reporting.
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Frequently asked questions
Yes, fossil fuel companies pay news outlets for advertising. From 2007 to 2018, the fossil fuel industry spent $1.4 billion on advertising.
News outlets create a variety of content for fossil fuel companies, including podcasts, newsletters, videos, and advertorials. Some outlets also allow fossil fuel companies to sponsor their events.
News outlets benefit from the revenue generated by these partnerships. As traditional revenue models decline, advertising content has become an increasingly important source of income for news outlets.
Yes, fossil fuel companies have been known to spread misinformation and greenwash their practices through these advertisements. They also benefit from the journalistic credibility and legitimacy that news outlets provide.
Several trusted and liberal news outlets have been implicated, including Bloomberg, The Economist, the Financial Times, the New York Times, Politico, Reuters, and The Washington Post.
