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The Procurement Toolkit by Clean Creatives is designed to help CMOs, procurement teams, and sustainability leads identify and eliminate fossil fuel conflicts of interest within their marketing and PR supply chains. It argues that the communications industry enables a "creative cover up" for the fossil fuel industry, which is responsible for 80% of global carbon emissions since 2016. The toolkit promotes the use of the 'F-List', a database of 803 agencies and seven holding companies with documented fossil fuel ties, to facilitate ethical sourcing. It outlines a decision-making framework for agency selection based on transparency and commitments to phase out fossil fuel clients, while highlighting that most agencies derive less than 1% of their revenue from such contracts.

The document argues that hiring agencies that promote fossil fuels creates conflicts of interest and exposes brands to risks, as climate change disrupts supply chains and operations. It encourages organisations to use the F-List to verify agency partners and implement fossil-free procurement criteria in briefs, RFIs, and RFPs. The guide highlights that over 1,650 agencies in 60 countries have signed the Clean Creatives pledge and suggests that clients have leverage to decarbonise the marketing industry because fossil fuel marketing represents less than 1% of global marketing spend.

The F-List 2026 identifies 1,321 contracts between 802 agencies and 386 fossil fuel clients across 73 countries. The report argues that creative agencies facilitate a 'creative cover-up' by positioning fossil fuels as essential for energy security and economic stability, while often ignoring the 'advertised emissions' generated by these campaigns in their own sustainability reporting. Key findings highlight that Omnicom holds the highest number of fossil fuel contracts ever recorded (118), while Edelman is identified as having the highest financial dependency on fossil fuel income among holding companies at an estimated 5.64% of revenue. The report also notes a trend of using natural gas as a 'driver of progress' in recent campaigns in Japan and Colombia.

The report argues that the end of fossil fuel advertising is inevitable and that marketing agencies must proactively 'off-ramp' these clients to avoid financial and reputational damage. It estimates that the top 29 oil majors spent $6.97 billion on media, creative, and PR in 2024, with $3.03 billion going to major holding companies and $3.94 billion to independent agencies. The document highlights the risks of retention, citing Havas' loss of B Corp certification and Edelman's 5% revenue decline in 2024. It proposes a phased exit strategy ending in 2030, suggesting agencies pivot toward high-growth sectors including healthcare (projected $36.4 billion marketing value by 2030), renewables, and the circular economy (a $4.5 trillion global opportunity by 2030).

The 2025 F-List identifies 1,217 fossil fuel contracts held by 709 advertising and PR agencies. It introduces the Fossil Fuel Income Risk Exposure (FFIRE) index, which finds that Edelman has the highest financial vulnerability to fossil fuel revenue at 5.64%. The report highlights a conflict of interest regarding Edelman's role in the COP30 UN Climate Talks and notes that Omnicom Advertising Group now holds the most contracts on the list following its merger with IPG, being the only network with contracts across all 10 oil and gas majors.

Clean Creatives claims the Edelman Trust Barometer is compromised by the firm's ties to climate deniers and autocratic states, alleging that the data overstates trust in governments that are Edelman clients and contradicts the firm's public climate commitments.

The F-List 2024 documents 1,010 fossil fuel contracts held by 590 advertising and PR agencies during 2023-2024. It highlights the role of major holding companies in sustaining the fossil fuel industry's public image and lobbying efforts, while noting a growing trend of agencies rejecting such clients due to talent retention risks and environmental concerns.

Clean Creatives and a group of agencies have petitioned B Lab to apply the same strict certification criteria to advertising and PR agencies as it does to fossil fuel companies, citing the conflict of interest when B Corp agencies support polluters like Shell and PetroCanada.

A coalition of 23 South African organisations is urging PR and advertising agencies to cease their partnerships with the fossil fuel industry, arguing that these agencies facilitate greenwashing and obstruct climate action.

The 2023 F-List report identifies numerous global advertising and PR agencies that maintain contracts with fossil fuel companies despite climate warnings. It highlights a gap between the sustainability commitments of holding companies like WPP, Omnicom, and IPG and their actual client rosters. The report specifically critiques the use of influencers to repair the image of 'Big Oil' and details the ongoing promotion of projects like the East African Crude Oil Pipeline (EACOP).

The ASIA F-LIST 2023 report examines the role of advertising in sustaining fossil fuel consumption across selected Asian markets. It argues that companies use reward programs, prize giveaways, and 'purpose-washing' campaigns—such as rural development projects and environmental restoration—to distract from their contribution to the climate crisis. The report notes a gap between sustainable intent and action among Asian consumers, partly due to misleading marketing, and highlights a growing but inconsistent regulatory landscape for climate disclosure in the region.

The report analyzes fossil fuel marketing in Asia, identifying two primary strategies: incentivizing increased fuel consumption through loyalty programs and prizes, and 'purpose-washing' to shift climate responsibility onto individuals or project a sustainable image. It notes a gap between Asian consumers' sustainable intent and action, partly due to misleading marketing, while highlighting a trend toward mandatory climate disclosures in countries like India, Japan, South Korea, Hong Kong, and Singapore.

The report identifies over 230 advertising and PR companies that continue to work for the fossil fuel industry despite making public net-zero or sustainability commitments. It specifically examines holding companies like WPP, IPG, Dentsu, Publicis, and Omnicom, as well as the PR firm Edelman, noting that many have erased fossil fuel clients from their websites or refuse to disclose client lists. The document highlights a disconnect between internal corporate goals—such as WPP's 2030 net-zero value chain target or IPG's 2040 net-zero goal—and their continued representation of companies like ExxonMobil, Shell, and Saudi Aramco. It also details legal challenges and accusations of greenwashing linked to these partnerships, such as lawsuits against WPP's work for BP and Shell. The report concludes by calling for the advertising industry to stop supporting fossil fuel clients to avoid complicity in climate disinformation.

The document highlights a significant discrepancy between the UK advertising industry's operational carbon footprint and the emissions of its fossil fuel clients, urging the industry to include client impact in its net zero accounting.

The document is an open letter from students and junior professionals in the advertising and PR industry demanding that agencies stop working with fossil fuel companies. The authors argue that the marketing industry facilitates climate inaction by amplifying disinformation and greenwashing for the world's largest polluters. They urge agency leadership to take a stand and encourage current employees to challenge their leadership or reject fossil fuel projects.

The report identifies 90 advertising and PR companies working for the fossil fuel industry, highlighting a conflict between the sustainability pledges of major holding companies and their continued representation of high-polluting clients. It details specific case studies of disinformation and lobbying efforts in the US, Australia, and the EU, while warning that the term 'Net Zero' is being used as a primary tool for greenwashing ahead of the 2021 Glasgow climate talks.

The document is an open letter from emerging professionals in the advertising and PR sectors who argue that their industry is facilitating climate inaction by working for fossil fuel companies. The authors demand that agencies stop representing oil, gas, and coal companies, as well as their associated trade associations and front groups, to end the spread of climate denial and greenwashing. They urge current agency leadership and employees to reject fossil fuel projects and sign the Clean Creatives pledge to ensure a viable future for the next generation.

Twenty-two environmental and climate justice organizations, coordinated by Clean Creatives, are urging PR and advertising agencies to stop working with the fossil fuel industry. The groups argue that these agencies profit from campaigns that spread climate disinformation, greenwash the image of oil, gas, and coal companies, and block climate action, which disproportionately harms Black, Indigenous, and other communities of color.

The report examines the role of the advertising and PR industry in supporting fossil fuel companies, arguing that these agencies facilitate greenwashing and disinformation. It highlights a growing movement of professionals rejecting such work and documents the contradiction between the sustainability pledges of major agency holding companies and their continued representation of high-polluting clients. The document provides a list of 90 agencies working for the fossil fuel industry and presents case studies of misleading campaigns in Australia, the United States, and Europe.

The report 'POLLUTED PR' details how advertising and PR firms work covertly for the fossil fuel industry to block climate action. It highlights a significant spending gap, noting that the fossil fuel industry spent at least $1 billion on PR and advertising between 2014 and 2018, outspending clean energy trade groups by over 400:1. The document provides case studies of firms like Edelman, Porter Novelli, and FTI Consulting, illustrating tactics such as 'astroturfing' and the promotion of 'false solutions' like algae biofuels to maintain the industry's social license. It concludes by calling for professionals in the creative industry to divest from fossil fuel contracts.