“Advertising is fuelling the madness” –UN Secretary-General António Guterres' calls to ban fossil fuel ads

In a powerful address, UN Secretary General António Guterres has made an urgent call to governments worldwide: ban fossil fuel advertising to combat the escalating climate crisis. Comparing the fossil fuel industry to the tobacco industry, Guterres labeled coal, oil, and gas corporations as the "godfathers of climate chaos" who have systematically distorted the truth and deceived the public for decades.

Guterres' remarks underscore the critical need for aggressive action against the industries primarily responsible for global warming. New studies reveal that the rate of human-induced global warming continues to increase, pushing us closer to breaching the 1.5°C warming threshold. To avert this catastrophic outcome, Guterres insists on a "clampdown" on the fossil fuel industry, specifically targeting their relentless greenwashing and massive advertising campaigns.

Advertising shapes perceptions, drives behavior, and influences societal norms—a phenomenon we refer to as the "brainprint." Just as the advertising bans on tobacco products were implemented due to their detrimental health impacts, a similar approach is now essential for fossil fuels. These industries have invested billions in advertising to present themselves as environmentally responsible, despite their substantial contributions to climate change. By banning these ads, we can significantly reduce their influence and shift public consciousness towards genuine sustainable practices.

Guterres' plea is not the first. It echoes the sentiments of numerous climate activists and organizations, amplifying the urgency for robust political action against fossil fuel advertising. Campaigners like Andrew Simms from the Badvertising campaign referred to this as a "game-changing intervention," building on the momentum of European cities such as Amsterdam and France that have already begun banning high-carbon advertising.

Edinburgh, for example, has announced policies to prohibit fossil fuel company ads in council-owned spaces, setting a precedent for other cities worldwide. Such measures demonstrate a growing recognition of the need to align public policies with climate goals, mitigating the influence of industries that perpetuate environmental harm.

At Futerra, we believe in the power of transparency and accountability within the creative and advertising industries. This is why we have called on our peers to disclose any 'climate conflicts' in their work. Our Client Disclosure Report seeks to rally agencies and individuals to be open about their client base and the potential conflicts that arise from serving high-carbon clients.

Signatories of our letter commit to one of two actions: individuals pledge not to work on fossil fuel briefs, while agencies promise to reveal the percentage of their turnover from fossil fuel companies and other high-carbon clients. This move aims to foster fiscal transparency and ensure future-focused climate accountability, encouraging more agencies to join in publishing their client disclosure reports.

Solitaire Townsend, co-founder of Futerra, aptly states, “Those who hoped that greenhushing and woke backlash might move the spotlight away from advertising’s impact on the climate will be sorely disappointed. There are rapidly building concerns from activists, media exposés on the industry, and, bluntly, the public isn’t going to rally in defense of agencies or fossil fuel advertisers. The arc of what’s next is obvious: fossil fuel campaigns will follow tobacco advertising into oblivion.” Creativity will help solve the climate emergency. That’s the power of imagination, invention, problem solving, and storytelling. To do this, the advertising, PR, and marketing industries must stop serving the problem to leverage this power effectively. By refusing to work with fossil fuel clients and openly disclosing revenue sources, creative agencies can position themselves on the right side of history, championing sustainable and ethical practices.

Guterres' call for a global ban on fossil fuel advertising is a clarion call for the advertising industry to reassess its role in the climate crisis. As creatives and communicators, we have a unique responsibility and opportunity to influence public perception and drive the transition towards a sustainable future.

To learn more about the crucial impact of brainprint, watch this TED talk by Futerra Co-founder Solitaire Townsend. For more information on our efforts and to join us in this crucial movement, please explore our Client Disclosure Report initiative.