A research organization tracking advertising practices has documented unprecedented levels of promotional activity by the fossil fuel industry. In 2026, the sector maintained 1,321 active contracts with advertising and public relations agencies, marking the highest number ever recorded. This expansion occurred as global energy markets experienced volatility, with the intensifying conflict affecting oil and gas supplies and generating substantial revenues for major producers.
The research identified 386 fossil fuel companies operating across 73 countries engaging 802 advertising and PR firms to manage their public messaging and brand perception. Leading advertising conglomerates dominated these relationships, with Omnicom holding 118 contracts, WPP maintaining 88, and Publicis managing 34. The study revealed a notable contradiction: multiple advertising agencies acknowledged climate risks in their annual disclosures while simultaneously maintaining significant business relationships with fossil fuel clients.
Thematic analysis of advertising campaigns revealed distinct regional approaches. In developed markets including the United States, United Kingdom, and Europe, messaging emphasized nationalism and connected economic prosperity directly to fossil fuel industry expansion and job creation. Campaigns highlighted historical contributions to national development and positioned energy companies as drivers of progress. In contrast, promotions in the global south frequently leveraged cultural events and family themes, positioning fossil fuel companies as integral to community wellbeing and cultural preservation rather than addressing contemporary geopolitical developments.
Advertising industry representatives noted that fossil fuel advertising comprises a minimal share of total advertising expenditure in some markets and emphasized existing regulatory frameworks. They highlighted compliance requirements mandating accurate representations, transparent environmental claims, and active enforcement mechanisms. Industry representatives referenced sustainability initiatives and emission reduction programs as tools supporting the transition to lower-carbon economic activities.
The research involved comprehensive documentation of contracts through multiple data sources including lobbying registries, creative portfolios, and professional networking platforms, requiring nine months of detailed analysis to quantify both the scale and messaging strategies of fossil fuel industry advertising.
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