The UN Sounds the Alarm on Climate Disinformation and the Role of Native Advertising
On June 24, 2024, UN Secretary-General António Guterres launched the UN Global Principles for Information Integrity, highlighting the climate crisis as a key battleground in the fight against disinformation. He emphasized the detrimental impact of coordinated disinformation campaigns designed to undermine climate action, urging advertisers and public relations professionals to reject greenwashing and sever ties with clients engaged in misleading the public and harming the planet. This call to action comes amidst a rising tide of climate disinformation, particularly on social media platforms, where misleading narratives and outright conspiracy theories are eroding public trust in climate science and hindering effective policy implementation.
The proliferation of climate disinformation, as seen in campaigns surrounding the deforestation of the Amazon rainforest, has been described as rampant and deeply troubling. These campaigns often employ intentionally inaccurate content to mislead the public and perpetuate environmentally destructive practices. Furthermore, false narratives, such as the Chemtrails conspiracy theory, gain traction within segments of the population, influencing public perception of climate policy and geoengineering. The prevalence of such misinformation underscores the urgent need for effective countermeasures. Studies have shown that disinformation represents a significant obstacle to addressing climate change skepticism and fostering meaningful action.
The consequences of climate disinformation are far-reaching and impactful. These coordinated campaigns contribute to increased political polarization, fostering inaction and impeding the adoption of crucial climate policies. The very act of responding to and communicating about climate action becomes deeply politicized, further complicating efforts to address this global challenge. To counteract these negative effects, selecting appropriate communication tools is crucial, particularly when operating in adversarial information environments. Well-designed forewarning messages and inoculation strategies can be effective in mitigating the impact of disinformation campaigns. This study focuses specifically on the use of disclosure messages and contextualized inoculation strategies to counter disinformation spread by major oil companies regarding the clean energy transition.
Disinformation campaigns often serve the interests of well-funded groups that benefit from downplaying environmental issues like climate change. Historical research has revealed that organizations like the American Petroleum Institute have been disseminating false and misleading information about climate change for decades. Internal projections by ExxonMobil dating back to the 1970s and 1980s accurately predicted the impact of fossil fuels on climate change, yet the company actively sowed doubt about the certainty of climate science. Furthermore, the advent of paid editorials, or advertorials, in mainstream news outlets provided another avenue for the fossil fuel industry to shape public and policymaker perceptions. This manipulation of the information ecosystem can extend to greenwashing, where companies present a misleadingly positive image of their environmental impact.
This study contributes to the growing body of research examining the effects of native advertising, a covert form of online advertising often employed by fossil fuel companies. Native advertising seamlessly blends paid content with the look and feel of a news organization’s editorial content, making it difficult for consumers to distinguish between advertising and legitimate journalism. While previous research has investigated the effectiveness of disclosures in revealing the paid nature of native advertising, the specific use of this tactic by fossil fuel companies and its impact on climate perceptions remains largely unexplored. This study also draws upon inoculation theory, exploring the potential of forewarning messages, or prebunking, to alert consumers to potentially misleading paid content. The focus is on assessing the effectiveness of disclosures and forewarning messages in mitigating the misperceptions created by native advertising from the fossil fuel industry.
The case study revolves around ExxonMobil’s “Future of Energy” campaign, a real-world example of native advertising that appeared on the New York Times website. The campaign, created by the Times’ in-house content studio, showcased ExxonMobil’s research into biofuels, presenting a seemingly environmentally conscious image. However, lawsuits against ExxonMobil have cited the “Future of Energy” ad as an example of misleading communication. The ad highlighted ExxonMobil’s investment in alternative energy sources while downplaying its continued reliance on fossil fuels. Despite promises of significant biofuel production, the project ultimately yielded no fuel, yet the ad remains accessible online. This study examines how such native advertising campaigns can influence public perception of climate change and investigates strategies to counter their misleading effects. The confluence of the fossil fuel industry’s history of deceptive communication, the inherently ambiguous nature of native advertising, and the potential for misinformation necessitates research into effective mitigation strategies.
