A comprehensive analysis of advertising industry records reveals that fossil fuel companies engaged in unprecedented promotional activity during 2026. The research, conducted by advocacy group Clean Creatives, documented 1,321 active contracts between the energy sector and advertising agencies—the highest number on record. The study identified 386 fossil fuel companies across 73 countries working with 802 advertising and PR firms to manage their public messaging and brand positioning.
The expansion of advertising spending coincided with significant geopolitical events affecting energy markets. As global energy supply dynamics shifted, major fossil fuel companies experienced increased profits, portions of which appear to have been allocated toward image-building campaigns. The largest advertising holding company by contract volume was Omnicom, which held 118 agreements with fossil fuel clients, followed by WPP with 88 contracts and Publicis with 34. Notably, some of these agencies simultaneously maintained environmental commitments and sustainability certifications.
Research findings indicate that advertising strategies vary by geographic region. In developed Western markets, campaigns emphasize national economic prosperity and energy security, with companies positioning themselves as essential to economic growth and national identity. In contrast, fossil fuel firms operating in the Global South typically centered their messaging on cultural values, family, and community integration, portraying themselves as supporters of local traditions and social wellbeing rather than focusing on geopolitical considerations.
According to the research lead, advertising agencies have begun acknowledging climate risks in their corporate disclosures, though this recognition has not substantially altered business relationships with the fossil fuel sector. Industry representatives noted that fossil fuel advertising constitutes a small fraction of total advertising spending in markets like the United Kingdom, which maintains regulatory oversight through advertising standards bodies that enforce restrictions against misleading claims and require transparency regarding environmental assertions.
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