{"query_echo":{"q":"","filters":{"analysis_type":["advertising analysis"]},"warnings":[{"code":"facet_value_not_in_vocabulary","message":"Value 'advertising analysis' for facet 'analysis_type' is not in the controlled vocabulary."}]},"total":{"value":4,"relation":"eq"},"page":1,"page_size":20,"self":"https://climateinsightsdirectory.org/api/v1/search?analysis_type=advertising+analysis","stability":"beta","ai_marking":{"digital_source_type":{"uri":"http://cv.iptc.org/newscodes/digitalsourcetype/trainedAlgorithmicMedia","name":"Created using Generative AI"},"notice":"Summary and key insights are generated using artificial intelligence."},"results":[{"id":"cliint-000017","url":"https://climateinsightsdirectory.org/document/cliint-000017","title":"Big Oil’s Deceptive Climate Ads","publisher":{"name":"Center for Climate Integrity","organization":"center-for-climate-integrity"},"document_type":"report","language":"en","date_published":"2025-12","source_url":"https://climateintegrity.org/uploads/media/Big-Oil-Climate-Ads-2025.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report analyzes over 300 advertisements from four oil majors, arguing that they used 'paltering'—mixing truth with omissions—to mislead the public about emissions reductions, renewable energy investments, and the viability of technologies like carbon capture and algae biofuels.","ai_generated":true,"unit":"cliint-000017#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"BP, Chevron, ExxonMobil, and Shell have used advertising to overstate the impact of their emissions reduction initiatives, often focusing on operational emissions while ignoring the vast majority of emissions resulting from the use of their products.","ai_generated":true,"unit":"cliint-000017#insight-1","date_modified":"2026-10-23"},{"text":"Despite advertising a transition to low-carbon business models, the four companies have failed to meaningfully reduce overall emissions; BP and Shell abandoned goals to reduce emissions and carbon intensity in 2024.","ai_generated":true,"unit":"cliint-000017#insight-2","date_modified":"2026-10-23"},{"text":"The oil majors' investments in renewable energy are a miniscule fraction of their total capital expenditures. Between 2010 and 2018, BP spent 2.3%, Shell 1.3%, Chevron 0.23%, and ExxonMobil 0.22% of total capital expenditure on renewables.","ai_generated":true,"unit":"cliint-000017#insight-3","date_modified":"2026-10-23"},{"text":"Advertising campaigns have shifted responsibility for climate change to individual consumers by promoting small lifestyle changes, which obscures the industry's role in propping up fossil fuel demand and obstructing energy efficiency.","ai_generated":true,"unit":"cliint-000017#insight-4","date_modified":"2026-10-23"},{"text":"The companies promote natural gas as a 'clean' or 'climate-friendly' fuel and an essential partner to renewables, despite methane being 84 to 87 times more potent than CO2 over a 20-year timeframe.","ai_generated":true,"unit":"cliint-000017#insight-5","date_modified":"2026-10-23"},{"text":"Carbon capture and storage (CCS) is portrayed as a large-scale solution, but as of 2024, only 50 facilities operated globally, capturing just 0.13% of global annual energy-related CO2 emissions.","ai_generated":true,"unit":"cliint-000017#insight-6","date_modified":"2026-10-23"},{"text":"The majority of captured CO2 in CCS facilities is used for enhanced oil recovery (EOR) to extract more oil rather than being permanently stored.","ai_generated":true,"unit":"cliint-000017#insight-7","date_modified":"2026-10-23"},{"text":"Hydrogen is advertised as a clean alternative, but 99% of global hydrogen is produced using fossil fuels, and hydrogen-powered vehicles remain far from wide-scale deployment.","ai_generated":true,"unit":"cliint-000017#insight-8","date_modified":"2026-10-23"},{"text":"ExxonMobil spent a decade promoting algae biofuels as a near-term solution, yet it never sold a single barrel of the fuel and ended the research program in late 2022.","ai_generated":true,"unit":"cliint-000017#insight-9","date_modified":"2026-10-23"},{"text":"ExxonMobil's algae research was a small part of its portfolio, accounting for less than 3% of its total research and development budget from 2009 to 2021.","ai_generated":true,"unit":"cliint-000017#insight-10","date_modified":"2026-10-23"}],"climate_tags":["greenhouse gas emissions","renewable energy","natural gas","carbon capture and storage","hydrogen","greenwashing","energy transition","methane","Net-zero emissions","direct air capture"],"geography_discussed":["United States","United Kingdom","California"],"frame_perspective":[],"analysis_type":["advertising analysis","corporate accountability"]},{"id":"caad-000045","url":"https://climateinsightsdirectory.org/document/caad-000045","title":"COP, Look, Listen: Special Edition (2)","publisher":{"name":"Climate Action Against Disinformation","organization":"climate-action-against-disinformation"},"document_type":"report","language":"en","date_published":null,"source_url":"https://caad.info/wp-content/uploads/2023/12/COP-Look-Listen-Spolight-2-False-Solutions-.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report details how fossil fuel companies use paid advertising and 'organic' content on platforms like TikTok, Meta, Google, and X/Twitter to control the narrative around carbon capture and storage (CCS). It highlights Chevron's use of a 'low-budget' aesthetic and diverse ambassadors on TikTok to target Gen-Z, and the prevalence of industry-sponsored results at the top of Google searches for 'carbon capture'. The analysis also notes a trend where organic opposition to CCS on social media is sometimes driven by conspiracy theories, such as those involving 'The Great Reset' or vaccines, alongside good-faith scientific criticism.","ai_generated":true,"unit":"caad-000045#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"Chevron utilized TikTok to promote Carbon Capture and Storage (CCS) and a \"renewable gasoline blend,\" achieving 188 million views across 34 sponsored videos. The report estimates the company spent approximately $1.8 million on this advertising based on CPM metrics.","ai_generated":true,"unit":"caad-000045#insight-1","date_modified":"2026-10-23"},{"text":"Chevron's TikTok strategy involves imitating the style of low-resource science channels and 'edutainment' to appeal to younger audiences. The account strategically features people of colour in speaking roles (at least 75%) and as employees (80%), which contrasts with the demographic makeup of Chevron's Board of Directors (16% people of colour) and Executive Committee (22% people of colour).","ai_generated":true,"unit":"caad-000045#insight-2","date_modified":"2026-10-23"},{"text":"Paid advertisements from fossil fuel companies frequently appear above scientific or reputable sources in search results. On Google, searches for 'carbon capture' showed sponsored content from Saudi Aramco, Chevron, BP, and ExxonMobil at the top. On YouTube, Enbridge used sponsored posts for 'carbon capture and storage' searches, while a Shell video appeared as a top 'organic' result.","ai_generated":true,"unit":"caad-000045#insight-3","date_modified":"2026-10-23"},{"text":"Meta's Ad Library revealed that CCS campaigns were primarily localized in Canada, the UK, and the US. Specific entities included the Houston CCS Alliance (focusing on Texas), the Pathways Alliance (targeting Canada), and the Drax Group (focusing on the UK). Additionally, Sinopec and the Saudi government ran commercial ads promoting CCUS in relation to COP28.","ai_generated":true,"unit":"caad-000045#insight-4","date_modified":"2026-10-23"},{"text":"Organic discourse regarding CCS on Facebook, Instagram, and X/Twitter is dominated by opposition, which includes both legitimate scientific criticism and unfounded conspiracy theories. Examples include claims that CCS is part of 'The Great Reset' or that captured carbon is used in nanotech distributed through vaccines.","ai_generated":true,"unit":"caad-000045#insight-5","date_modified":"2026-10-23"},{"text":"Meta's enforcement of advertising standards for CCS content is inconsistent. Some ExxonMobil ads were removed for missing labels or violating standards, yet identical copy was found to be live on the platform without being flagged.","ai_generated":true,"unit":"caad-000045#insight-6","date_modified":"2026-10-23"}],"climate_tags":["carbon capture and storage","carbon dioxide removal","greenwashing","climate change disinformation","2023 United Nations Climate Change Conference"],"geography_discussed":["United States","United Kingdom","Canada","Dubai","Texas","Wyoming","Alberta","Saskatchewan","Iowa","Australia","Indonesia","Saudi Arabia","People's Republic of China"],"frame_perspective":[],"analysis_type":["case study","social media monitoring","advertising analysis"]},{"id":"caad-000048","url":"https://climateinsightsdirectory.org/document/caad-000048","title":"DENY, DECEIVE, DELAY","publisher":{"name":"Climate Action Against Disinformation","organization":"climate-action-against-disinformation"},"document_type":"report","language":"en","date_published":null,"source_url":"https://caad.info/wp-content/uploads/2023/01/DDD_ExposingClimateDisinfo-COP27.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report identifies a resurgence of climate denial and the rise of 'delayism' during COP27, highlighting how fossil fuel-linked entities used Meta's advertising tools for greenwashing and how Twitter's algorithms surfaced the #ClimateScam hashtag despite lower engagement than pro-climate terms. It details a 'narrative playbook' where climate action is framed as an elitist plot or a 'culture war' issue, often overlapping with anti-vaccine and right-wing conspiracy communities.","ai_generated":true,"unit":"caad-000048#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"Between 1 September and 23 November 2022, fossil fuel-linked entities ran 3,781 active ads on Facebook and Instagram, spending approximately USD $3-4 million. Energy Citizens, a PR group for the American Petroleum Institute, produced more daily ads than all other monitored pages combined.","ai_generated":true,"unit":"caad-000048#insight-1","date_modified":"2026-10-23"},{"text":"The hashtag #ClimateScam saw a significant spike on Twitter starting in July 2022, accruing over 362,000 mentions from 91,000 unique users by December. Despite having lower volume and engagement than #ClimateCrisis or #ClimateEmergency, Twitter's organic search and hashtag suggestions frequently recommended #ClimateScam as a top result during COP27.","ai_generated":true,"unit":"caad-000048#insight-2","date_modified":"2026-10-23"},{"text":"State-owned oil companies and initiatives used 'nature-rinsing' tactics on Meta to project green credentials. The Saudi Green Initiative promoted goals to plant 10 billion trees and reach carbon neutrality by 2060, while Petrobras and the Chinese National Petroleum Company (CNPC) touted sustainable transitions and carbon capture and storage (CCS) despite continuing high fossil fuel production.","ai_generated":true,"unit":"caad-000048#insight-3","date_modified":"2026-10-23"},{"text":"Carbon Major companies, including Shell, Chevron, and ExxonMobil, used advertising to promote Net Zero goals and technologies like biofuels and hydrogen, which the report notes is often contradictory to their actual investment portfolios.","ai_generated":true,"unit":"caad-000048#insight-4","date_modified":"2026-10-23"},{"text":"Anti-climate narratives at COP27 shifted toward 'culture wars' and conspiracism. The most engaging content often framed climate actors as 'alarmist' or presented climate action as part of a 'Great Reset' plot by global elites to exert control and destroy capitalism.","ai_generated":true,"unit":"caad-000048#insight-5","date_modified":"2026-10-23"},{"text":"The 'Loss and Damage' mechanism negotiated at COP27 was co-opted by right-wing actors who framed it as 'climate reparations' and an unfair transfer of wealth from the Global North to the developing world, often linking this to the UK's cost of living crisis.","ai_generated":true,"unit":"caad-000048#insight-6","date_modified":"2026-10-23"},{"text":"A small group of high-influence accounts drives a large portion of climate misinformation. Twelve identified actors produced 388 posts that garnered 343,862 shares between 29 October and 27 November 2022, with many of these accounts also promoting claims about electoral fraud and COVID-19 vaccinations.","ai_generated":true,"unit":"caad-000048#insight-7","date_modified":"2026-10-23"},{"text":"Network analysis reveals a strong overlap between climate misinformation and other conspiratorial communities. In the COP27 network, 22.27% of the map comprised COVID-sceptic figures, an increase from 12.35% in 2021.","ai_generated":true,"unit":"caad-000048#insight-8","date_modified":"2026-10-23"}],"climate_tags":["climate change disinformation","greenwashing","Net-zero emissions","carbon capture and storage","loss and damage","fossil fuel","renewable energy","electric vehicle","climate policy"],"geography_discussed":["United States","United Kingdom","Saudi Arabia","People's Republic of China","Brazil","Canada","Australia","United Arab Emirates"],"frame_perspective":[],"analysis_type":["social media analysis","advertising analysis","network analysis","narrative analysis"]},{"id":"glowit-000156","url":"https://climateinsightsdirectory.org/document/glowit-000156","title":"Fossil fuel greenwash","publisher":{"name":"Global Witness","organization":"global-witness"},"document_type":"report","language":"en","date_published":null,"source_url":"https://globalwitness.org/en/campaigns/fossil-fuels/fossil-fuel-greenwash/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report argues that BP and Shell engage in greenwashing by promoting environmentally friendly narratives on social media that are not supported by their core business investments. It finds that both companies disproportionately showcase green projects while continuing massive investments in fossil fuels, potentially breaching the UK's Green Claims Code. Additionally, it highlights Shell's failure to declare political ads on Meta platforms and Meta's failure to detect and enforce its own transparency requirements.","ai_generated":true,"unit":"glowit-000156#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"BP and Shell's digital promotions likely breach the UK Government's Green Claims Code by using selective storytelling to present an environmentally friendly image that is not representative of their core business, which remains dominated by fossil fuels.","ai_generated":true,"unit":"glowit-000156#insight-1","date_modified":"2026-10-23"},{"text":"BP significantly increased its spending on greenwashing advertisements on Facebook and Instagram in the first seven months of 2022, more than doubling its 2021 expenditure.","ai_generated":true,"unit":"glowit-000156#insight-2","date_modified":"2026-10-23"},{"text":"Shell consistently failed to self-declare its environmental advertisements on Meta platforms as 'political', which is a requirement for ads concerning 'environmental politics' in the UK to ensure transparency.","ai_generated":true,"unit":"glowit-000156#insight-3","date_modified":"2026-10-23"},{"text":"Meta's ad detection systems failed to identify Shell's political ads, allowing the company to republish identical content multiple times even after the ads had been previously flagged and removed.","ai_generated":true,"unit":"glowit-000156#insight-4","date_modified":"2026-10-23"},{"text":"There is a stark disparity between the companies' green marketing and their actual capital expenditure; for example, in the first half of 2022, BP spent approximately £3.1 billion on new oil and gas projects compared to about £300 million on 'low carbon' energy.","ai_generated":true,"unit":"glowit-000156#insight-5","date_modified":"2026-10-23"},{"text":"Analysis of Twitter image posts from the first seven months of 2022 shows that the majority of visual content from both companies depicts renewable energy or electric vehicle infrastructure, omitting their primary fossil fuel activities.","ai_generated":true,"unit":"glowit-000156#insight-6","date_modified":"2026-10-23"}],"climate_tags":["greenwashing","fossil fuel","renewable energy","electric vehicle","climate finance","carbon capture and storage","Net-zero emissions","greenhouse gas emissions"],"geography_discussed":["Netherlands","India","Brazil"],"frame_perspective":[],"analysis_type":["advertising analysis","policy compliance assessment"]}]}