COP, Look, Listen: Special Edition (2)

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.

• 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.
• 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).
• 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.
• 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.
• 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.
• 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.

APA

Climate Action Against Disinformation (n.d.). COP, Look, Listen: Special Edition (2). https://caad.info/wp-content/uploads/2023/12/COP-Look-Listen-Spolight-2-False-Solutions-.pdf

Chicago

Climate Action Against Disinformation. COP, Look, Listen: Special Edition (2). n.d. https://caad.info/wp-content/uploads/2023/12/COP-Look-Listen-Spolight-2-False-Solutions-.pdf.

Wikipedia

{{cite report |author=Climate Action Against Disinformation |title=COP, Look, Listen: Special Edition (2) |url=https://caad.info/wp-content/uploads/2023/12/COP-Look-Listen-Spolight-2-False-Solutions-.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateactionagainstdisinformationndcop, author = {{Climate Action Against Disinformation}}, title = {{COP, Look, Listen: Special Edition (2)}}, institution = {Climate Action Against Disinformation}, url = {https://caad.info/wp-content/uploads/2023/12/COP-Look-Listen-Spolight-2-False-Solutions-.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }