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The document distinguishes between climate misinformation (unintentional) and disinformation (intentional), adopting the Climate Action Against Disinformation (CAAD) definition. It identifies two primary drivers for creating this content: protecting fossil fuel profits and exploiting the 'attention economy' for revenue or influence. The guide focuses on 'Persuadables'—the approximately 69% of the UK population who are neither activists nor deniers—and categorises misinformation into four types: climate denial, climate delay, greenwashing, and conspiracy theories. Climate delay is identified as the most common and effective form in the UK, often employing 'The Cost Of Net Zero' frame or exploiting 'culture wars' through the 'eco-hypocrite' narrative. Greenwashing is highlighted as a specific form of delay driven by large marketing budgets, while climate conspiracy theories, such as 'climate lockdowns' and opposition to '15-minute cities', are noted as growing risks.

The document explains the "Fact, Myth, Fallacy" model for countering misinformation, noting that disinformation is designed to be emotional and provocative, which allows it to spread significantly faster than factual rebuttals.

The document alerts organisations to misinformation linking the Russian invasion of Ukraine to energy efficiency, the energy transition, green jobs, and Net Zero. It notes that these narratives are particularly salient for men, Conservative voters, and Northern communities, and outlines a framework for identifying at-risk audiences, establishing facts, and adapting communications strategies.

The document is a guide on using reframing to improve climate communications. It covers the definition of narratives and frames, how they are used by 'bad actors' to spread climate misinformation, and provides instructions for constructing convincing climate narratives and actionable framing strategies for brands and organisations.

The document alerts organisations to misinformation campaigns in the UK that undermine heat pump efficiency and exaggerate costs to cast doubt on renewables. It specifically targets audiences in the construction and energy sectors, as well as those identifying as working class, and provides a framework for identifying targeted audiences, establishing facts, and crafting counter-messages.

The document identifies green infrastructure as a subject of diverse conversations that can impact climate communications, particularly for those working in construction, green jobs, and levelling up. It specifies that organisations engaging with a wide range of demographics, from Millennials to older rural communities, may require assistance in managing misinformation. The briefing provides guidance on identifying at-risk audiences, establishing facts through trusted sources, and crafting effective messaging.

The guide outlines strategies for using digital media to amplify climate-positive messages, focusing on setting objectives, targeting audiences, and utilizing social media and other digital formats to reach diverse groups effectively and ethically.

The document identifies a misinformation trend where fracking is promoted as a solution for UK energy independence and price reduction, targeting right-leaning and working-class demographics. It provides a framework for organisations to understand the narratives, identify at-risk audiences, access factual counter-arguments, and develop effective communication strategies to combat these claims.