Research by Clean Creatives, an advertising industry campaign group, has documented a record number of contracts between fossil fuel companies and advertising agencies this year. The analysis revealed 1,321 active contracts, representing work between 386 fossil fuel companies across 73 countries and 802 advertising and PR firms engaged to manage public perception and messaging.
The surge in advertising spending appears linked to increased profitability within the fossil fuel sector, which has benefited from global energy supply concerns and rising prices. Lead researcher Nayantara Dutta noted that advertising agencies are now universally acknowledging climate risk in their annual reports, marking a shift in how the industry addresses environmental concerns. Despite such acknowledgments, major advertising holding companies maintain substantial business relationships with fossil fuel clients. Omnicom leads with 118 contracts, followed by WPP with 88 and Publicis with 34.
Fossil fuel advertising campaigns employ distinct regional strategies. In developed markets including the US, UK, and Europe, companies frame themselves as essential to national economic prosperity and progress, often connecting energy production to patriotic themes. The oil industry in these regions positions fossil fuels as central to maintaining living standards and job creation. Conversely, campaigns in the global south tend to emphasize cultural integration and community values, associating energy companies with family wellbeing and local traditions rather than direct political messaging.
Advertising industry representatives argue that fossil fuel advertising constitutes a minimal portion of overall advertising spending and remains subject to strict regulatory oversight in markets like the UK. They note that regulatory bodies enforce compliance with advertising standards, including requirements that environmental claims be substantiated and transparent about the full scope of company operations.
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