Ameer Randolph
Fossil fuel companies have been criticised for spending millions on advertising campaigns that promote misleading environmental claims. From 1986 to 2015, the five biggest fossil fuel companies in the US spent a total of $3.6 billion on ads, with research finding that these companies use advertising to promote themselves as 'environmentally conscious' while their business models remain focused on the exploration of oil and gas reserves. These companies have been accused of greenwashing, with their ads promoting either the climate-friendliness of the industry or an ongoing role for oil and gas in the energy mix.
| Characteristics | Values |
|---|---|
| Amount spent by the five biggest fossil fuel companies in the US from 1986 to 2015 | $3.6 billion |
| Amount spent by trade associations on advertising and promotion between 2008 and 2018 | $2.2 billion |
| Amount spent by trade associations on lobbying between 2008 and 2018 | $729 million |
| Amount spent by American Fuel and Petrochemical Manufacturers on public relations firm Edelman | $30 million |
| Amount spent by trade associations on grants to other organizations during the decade up to 2022 | $394 million |
| Amount America's Plastic Makers spent on climate-related advertising during a two-week UN conference | $1.1 million |
| Number of ads from oil and gas sector organizations on Facebook US platforms in 2020 | 25,147 |
| Number of times the ads were viewed | 431 million |
| Amount spent on the ads | $9,597,376 |
| Number of ads counted for Shell | 153 |
| Number of searches for "net zero" that Shell's ads appeared on | 86% |
| Amount spent by the largest distributor of ads, the American Petroleum Institute | $2.97 million |
| Amount spent by the biggest spender, ExxonMobil | $5.04 million |
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What You'll Learn
Fossil fuel companies spend millions on advertising campaigns
Fossil fuel companies and their allies spend millions of dollars on advertising campaigns to promote their products and influence public opinion on climate change. This includes advertising on platforms such as Google and Facebook, as well as hiring public relations firms and lobbying groups.
For example, an analysis by The Guardian found that fossil fuel companies and their partners were among the biggest spenders on Google ads designed to look like search results. These ads appeared for various climate-related search terms, with companies such as Shell promoting their pledges to become net-zero by 2050. Similarly, research by InfluenceMap found that 25 oil and gas sector organizations spent $9,597,376 on 25,147 ads on Facebook's US platforms in 2020, which were viewed over 431 million times. These ads promoted the climate-friendliness of the industry and the role of fossil gas as a climate solution.
Fossil fuel companies have also been criticized for using advertising to promote their renewable energy projects disproportionately, while their primary focus remains on the exploration of oil and gas reserves. For instance, BP has been called out for its ads highlighting its investment in renewable energy, which only makes up 4% of their total investments. Additionally, these companies have been accused of "greenwashing" in their advertising, misleading consumers about their environmental impact and commitment to addressing climate change.
The spending on advertising by fossil fuel companies and their allies far outstrips the expenditure of clean energy groups. For instance, trade associations spent $2.2 billion on advertising and promotion between 2008 and 2018, compared to $729 million on lobbying. Similarly, during the two weeks of the U.N. climate conference, America's Plastic Makers spent about $1.1 million on climate-related advertising, while clean energy groups struggled to get their message across.
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Ads are placed on Google searches and social media
Fossil fuel companies are spending millions on advertising campaigns, with Google searches and social media platforms being two key areas of focus.
Google Ads are a powerful tool for advertisers, as they can target specific keywords or phrases and pay to have their ads displayed prominently at the top of the search engine results page. Fossil fuel companies have been identified as some of the top spenders on Google Ads, with their ads designed to look like search results, making them hard to distinguish from organic listings. This practice has been labelled as "greenwashing" by critics, who argue that these ads mislead users by portraying fossil fuel companies as environmentally conscious. An analysis of Google search results for 78 climate-related terms revealed that over one in five ads—more than 1,600 in total—were placed by companies with significant interests in fossil fuels. ExxonMobil, Shell, Aramco, McKinsey, and Goldman Sachs were among the top advertisers. Shell's ads, for instance, appeared in 86% of searches for the term "net zero", promoting its pledge to become a net-zero company by 2050.
Social media platforms, including Facebook, Instagram, Twitter, and TikTok, have also become a significant channel for fossil fuel companies to spread their message. These platforms offer access to a vast audience and provide opportunities for targeted advertising. InfluenceMap, an organization tracking the lobbying efforts of polluting industries, found that in 2020, 25,147 ads from just 25 oil and gas sector organizations on Facebook's US platforms were viewed over 431 million times. These ads promoted the industry's climate-friendliness and the role of fossil fuels in the energy mix. Additionally, the University of Exeter found that fossil fuel companies spent between USD 3 and USD 4 million on ads in the weeks leading up to and during COP27.
The prevalence of fossil fuel advertising on Google and social media platforms has raised concerns among environmentalists and regulators. There are calls for stronger regulations and even bans on fossil fuel advertisements, similar to the restrictions placed on tobacco advertising. The lack of consistent enforcement of advertising policies by platforms like Facebook has been criticized, with allegations that they prioritize profits over addressing the climate crisis.
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Ads are designed to look like search results
Fossil fuel companies and their associates are among the biggest spenders on ads designed to look like Google search results, in what campaigners call an example of "endemic greenwashing". In a study, The Guardian analysed ads served on Google search results for 78 climate-related terms, in collaboration with InfluenceMap, a think tank that tracks the lobbying efforts of polluting industries. The results showed that over one in five ads seen in the study—more than 1,600 in total—were placed by companies with significant interests in fossil fuels. These include companies that produce, sell, or distribute oil, coal, or gas, as well as banks and investment funds that finance or hold significant investments in these industries.
Advertisers pay for their ads to appear on the search engine when a user queries certain terms. The ads are very similar in appearance to search results, and more than half of users in a 2020 survey reported they could not tell the difference between a paid-for listing and a normal Google result. This makes it tricky for the public to distinguish fact from fiction, as Johnny White, a lawyer at the environmental charity ClientEarth, points out. He calls for stronger regulation of adverts placed by polluting industries, comparing the need for legislation to the bans on tobacco advertising.
Jake Carbone, a senior data analyst at InfluenceMap, echoes this sentiment, stating that Google is allowing groups with a vested interest in the continued use of fossil fuels to pay to influence the resources people receive when they are trying to educate themselves. For example, oil major Shell’s ads—totaling 153—appeared on 86% of searches for “net zero”. Many of these ads promoted Shell's pledge to become a net-zero company by 2050 and align itself with a 1.5C warming target. However, Shell’s net-zero strategy relies heavily on carbon capture and offsetting, according to Carbon Brief analysis.
In addition to Google ads, fossil fuel companies have also utilized Facebook and other social media platforms to influence public opinions on climate change and the energy mix. Research by InfluenceMap found 25,147 ads from just 25 oil and gas sector organizations on Facebook’s US platforms in 2020, which have been seen over 431 million times. These ads promoted the climate-friendliness of the industry and the role of fossil gas as a climate solution. They also emphasized voluntary targets and investments into renewables, often utilizing elements of the science on climate change in misleading ways.
The use of ads that resemble search results is just one tactic in the fossil fuel industry's broader advertising strategy. Companies such as Exxon, BP, Chevron, Shell, and ConocoPhillips have spent millions on sophisticated advertising campaigns to promote themselves as environmentally conscious while continuing to focus on the exploration of oil and gas reserves. These campaigns often serve as a form of lobbying to block climate legislation and delay systemic change. With increasing scrutiny from investors, regulators, and the public, the industry has developed nuanced and subtle messaging techniques to shape public discussions about decarbonization in its favor.
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Ads are used to mislead and greenwash
Fossil fuel companies have been criticised for their use of advertising to mislead and greenwash. These companies spend millions on sophisticated advertising campaigns that create a positive image of their businesses and portray them as environmentally conscious and proactive in addressing climate change. However, the reality is that their operations remain heavily focused on the exploration of oil and gas reserves, and they have a long history of blocking climate legislation and delaying action on climate change.
One tactic employed by fossil fuel companies is to promote their renewable energy projects and commitments to sustainability disproportionately in their advertising. For example, BP has been criticised for using adverts to highlight its renewable energy initiatives, which only account for 4% of its total investments, while the vast majority of its business remains in oil and gas. Similarly, Shell has been called out for its net-zero advertising campaign, which promotes its pledge to become a net-zero company by 2050. However, Shell's strategy relies heavily on carbon capture and offsetting, and it continues to invest heavily in fossil fuel projects.
Another strategy used by fossil fuel companies is to shift the narrative and focus on the role of consumers and governments in addressing climate change, positioning themselves as trusted partners in the transition to a low-carbon economy. They also use advertising to promote the climate-friendliness of the industry, highlighting voluntary targets and investments in renewables while downplaying the impact of their greenhouse gas emissions and overrepresenting their clean energy investments. This creates the impression that they are aligned with society's goals and commitments under the Paris Agreement, when in reality, they are often falling short of these targets and delaying the transition away from fossil fuels.
The use of social media platforms, such as Facebook, Instagram, and Twitter, has become a dominant tool for fossil fuel companies to spread their message and influence public opinion. These platforms provide an opportunity to reach a vast audience and target specific demographics with tailored advertising. However, the lack of enforcement of advertising policies and the prioritisation of profits have led to the proliferation of greenwashing ads on these platforms, with companies like Meta earning millions from these campaigns. The influence of these ads cannot be understated, as they normalise the use of fossil fuels and delay the transition to cleaner energy sources.
To address this issue, there have been calls for stronger regulation of advertising by polluting industries and the introduction of bans on fossil fuel advertisements, similar to those implemented for tobacco products. The UK's Competition and Markets Authority (CMA) launched the Green Claims Code to help businesses communicate their environmental credentials without misleading consumers, but companies like Shell and BP have continued to breach this guidance with their advertising campaigns. As such, further action is needed to hold these companies accountable and ensure that their advertising claims align with the reality of their business practices.
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Ads are used to block climate legislation
Fossil fuel companies and their allies spend enormous sums on advertising and lobbying to maintain the status quo of fossil fuel usage and prevent the adoption of climate legislation. These companies reported record profits in 2022, and their spending on political activities far exceeds that of trade associations and industries promoting renewable energy sources. For instance, between 2008 and 2018, trade associations opposed to climate policies spent $2 billion on political activities, including advertising and lobbying, while the solar and wind industries spent only $74.5 million. This disparity in spending has contributed to delays in passing significant climate legislation, such as the 35 years it took for Congress to pass the 2022 Inflation Reduction Act.
Fossil fuel companies engage in sophisticated lobbying efforts, targeting politicians and the general public to influence environmental policies related to fossil fuel usage. They also provide financial support to industry groups that work to thwart policies aimed at reducing climate change. For example, the Propane Education and Research Council committed nearly $900,000 to the New York Propane Gas Association, which then spread misleading information about energy-efficient heat pumps on social media. Additionally, companies like BP, Shell, and ExxonMobil have been known to use advertising disproportionately to promote their limited renewable energy projects while downplaying their significant investments in oil and gas.
The American Fuel and Petrochemical Manufacturers, representing oil refiners and petrochemical firms, have spent millions on public relations campaigns, including promoting a rollback of federal fuel efficiency standards. These practices have been ongoing for decades, and evidence suggests that industry groups have played a pivotal role in blocking state and federal climate policies. The oil and gas sector is the largest spender among the trade associations, shelling out $1.3 billion in the decade from 2008 to 2018.
To maintain their influence and profitability, fossil fuel companies invest heavily in advertising and sponsorship, similar to the tactics once employed by tobacco companies. They use mega marketing budgets to spread their messages across various platforms, from art exhibitions to sporting events and even schools. Greenpeace activists have taken a stand by blocking access to Shell's oil refinery in Rotterdam, the largest in Europe, and calling for a ban on fossil fuel advertising and sponsorships. Despite their efforts, fossil fuel companies continue to lose public support, with a majority of Americans favoring a significant reduction in fossil fuel use over the next decade or two.
In conclusion, fossil fuel companies and their allies utilize their financial resources to influence public opinion and block climate legislation through extensive advertising and lobbying campaigns. Their actions have hindered progress in addressing the climate crisis, and activists are demanding an end to their deadly propaganda. The push for change is gaining momentum, but it remains to be seen whether lawmakers will enact the necessary regulations to curb the power of these industries and accelerate the transition to renewable energy sources.
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Frequently asked questions
Fossil fuel companies spend millions on advertising campaigns. From 1986 to 2015, the five biggest fossil fuel corporations in America spent a total of $3.6 billion on advertisements.
Fossil fuel companies are among the biggest spenders on Google ads. Shell, for example, had 153 ads that appeared on 86% of searches for "net zero".
Fossil fuel companies have spent millions of dollars on Facebook ads. Research by InfluenceMap found 25,147 ads from 25 oil and gas sector organizations on Facebook’s US platforms in 2020, which were seen over 431 million times.
Fossil fuel companies use advertising to promote themselves as "environmentally conscious" or "green" businesses. They also promote the idea that fossil fuels are good and necessary and that they are effectively fighting environmental problems.
