A new report from the advertising industry research group Clean Creatives found that fossil fuel advertising contracts reached unprecedented levels in 2026. The survey documented 1,321 active contracts between fossil fuel companies and advertising agencies, representing work by 802 agencies across 73 countries on behalf of 386 fossil fuel firms.
The expansion in advertising spending came as geopolitical tensions and energy market disruptions drove increased profits for oil and gas producers. Researchers noted that despite widespread commitments to environmental responsibility within the advertising sector, major agencies continued robust relationships with fossil fuel clients. Three companies—Omnicom, WPP, and Publicis—held the largest contract portfolios, with Omnicom representing 118 contracts alone.
According to the research team’s analysis, fossil fuel advertising campaigns employed distinct regional strategies. In developed markets including the United States, United Kingdom, and Europe, campaigns emphasized national prosperity and economic security, often linking fossil fuel expansion to national pride and progress. In contrast, campaigns in the global south frequently centered on cultural values, family bonds, and community welfare, positioning fossil fuel companies as integral to social wellbeing rather than addressing broader energy transition discussions.
The report noted that advertising agencies increasingly acknowledged climate risks in their annual disclosures, yet maintained substantial client relationships with the fossil fuel industry. Common advertising themes highlighted the indispensability of fossil fuels to contemporary lifestyles and employment, with messaging focused on energy security concerns and economic necessity.
Industry representatives defended the practice, noting that fossil fuel advertising constitutes a small portion of overall advertising spending in regulated markets. They pointed to oversight mechanisms such as advertising standards authorities that enforce requirements against misleading claims and environmental misrepresentation by advertisers.
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