Clean Creatives, an advertising industry campaign group, released findings indicating that fossil fuel companies and advertising agencies reached an unprecedented level of collaboration in 2026. The research documented 1,321 active contracts between 386 fossil fuel companies across 73 countries and 802 advertising and PR agencies worldwide.
The surge in advertising partnerships occurred as global oil and gas markets experienced significant disruption and price volatility. According to the report’s lead researcher, Nayantara Dutta, the findings are particularly noteworthy because major advertising agencies publicly acknowledge climate risks in their annual reports while simultaneously maintaining extensive contracts with the fossil fuel sector. The three largest advertising companies by contract volume were Omnicom with 118 contracts, WPP with 88, and Publicis with 34 contracts. Notably, Publicis was simultaneously recognized as one of Time magazine’s most sustainable companies.
The research identified distinct regional patterns in fossil fuel advertising messaging. In developed markets including the US, UK, and Europe, campaigns emphasized nationalism and economic necessity, positioning fossil fuels as critical to national prosperity and progress. Companies such as Equinor and Chevron crafted narratives linking energy production directly to economic security and national identity. In contrast, advertising in the global south typically connected fossil fuel companies to cultural values, family life, and community wellbeing, exemplified by the Abu Dhabi National Oil Company’s Ramadan advertising campaign.
Dutta’s team spent nine months compiling the survey, gathering data from lobbying databases, creative portfolios, and professional networking platforms. The research characterizes the predominant advertising strategy as framing fossil fuel companies as indispensable to modern society and economic stability. A spokesperson for the Advertising Association noted that fossil fuel advertising comprises a small portion of overall UK advertising spend and remains subject to regulatory oversight through the Advertising Standards Authority and industry codes.
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