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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.

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.

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.

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.