Research organization Clean Creatives released findings indicating that the fossil fuel industry’s advertising spending reached unprecedented levels in 2026. The study documented 1,321 active contracts between 386 fossil fuel companies operating across 73 countries and 802 advertising and public relations agencies worldwide.
The expansion of advertising partnerships coincided with intensified geopolitical tensions and rising energy prices that generated substantial profits for petroleum companies. Lead researcher Nayantara Dutta noted that advertising agencies have begun acknowledging climate risk in their annual reports, yet maintained robust business relationships with fossil fuel clients despite stated commitments to environmental responsibility. The three largest advertising holding companies—Omnicom with 118 contracts, WPP with 88 contracts, and Publicis with 34 contracts—dominated the sector.
The research team spent nine months analyzing contracts through lobbying databases, creative portfolios, and professional networks to document messaging strategies. Messaging themes varied by geographic region, with campaigns in North America and Europe emphasizing economic nationalism and energy security, while advertisements in the global south concentrated on cultural integration and family values. Companies like Equinor, Chevron, and the Abu Dhabi National Oil Company deployed campaigns positioning fossil fuels as essential to national prosperity and cultural wellbeing.
Advertising industry representatives contended that fossil fuel advertising comprises a minor portion of overall advertising expenditure in markets like the United Kingdom, where regulatory bodies enforce strict standards against misleading claims and require transparency regarding environmental assertions. Regulatory authorities reportedly monitor compliance and take action against non-compliant advertising.
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