UN Chief Launches Global Principles to Counter Climate Disinformation

In a significant move to combat the spread of false information, UN Secretary-General António Guterres unveiled the United Nations Global Principles for Information Integrity on June 24, 2024. During the launch, Guterres specifically highlighted the climate crisis as a critical area threatened by coordinated disinformation campaigns that undermine climate action.

The UN chief made a direct appeal to advertisers and public relations professionals, urging them to avoid greenwashing practices and to refuse clients that engage in misleading communications about environmental issues. “We cannot allow those misleading people and destroying our planet to continue unchecked,” Guterres stated.

The initiative comes amid mounting evidence that climate disinformation has become widespread and increasingly sophisticated. In Brazil, researchers have documented “rampant” and “troubling” disinformation campaigns on social media that have contributed to renewed deforestation in the Amazon rainforest. Meanwhile, in the United States, studies show that up to 40% of Americans believe conspiracy theories like “Chemtrails” – the false notion that aircraft condensation trails contain chemical agents – affecting public attitudes toward climate policy and geoengineering solutions.

The consequences of climate disinformation extend far beyond mere confusion. Research indicates these campaigns increase political polarization, delay policy implementation, and foster climate skepticism that impedes meaningful action. A growing body of evidence suggests these campaigns are often orchestrated by well-funded interest groups that benefit from marginalizing environmental concerns.

The fossil fuel industry’s role in climate disinformation has been particularly significant. Recently published archival research revealed that the American Petroleum Institute was disseminating misleading information about climate change as early as 1980. Even more tellingly, internal documents show that ExxonMobil’s private climate projections from the late 1970s and 1980s were remarkably accurate – yet the company continued to publicly cast doubt on climate science for decades.

One modern vehicle for climate misinformation is native advertising – paid content designed to mimic legitimate news reporting. The oil and gas industry has embraced this format to influence public opinion, working with major news organizations like the New York Times and Washington Post to create content that blends seamlessly with editorial material.

A prime example is ExxonMobil’s “The Future of Energy” campaign, created by the New York Times’ T Brand Studio for a reported $5 million. The native advertisement featured visually appealing content about ExxonMobil’s investment in algae as a biofuel, claiming the company was working to “decrease our overall carbon footprint.” The ad prominently displayed the Times’ masthead with only a small “paid post” disclosure.

Massachusetts authorities later cited this campaign in a lawsuit against ExxonMobil, calling it “false and misleading” since it emphasized minor alternative energy investments while omitting the company’s massive ongoing fossil fuel operations. The advertised algae program represented just 0.2% of the company’s refinery capacity and was eventually abandoned entirely in 2023, though the advertisement remains accessible on the Times’ website.

Researchers are actively developing strategies to counter climate disinformation. “Pre-bunking” approaches based on inoculation theory show promise, exposing audiences to weakened versions of misleading messages to build psychological immunity against future disinformation. Studies indicate these interventions can significantly reduce the effectiveness of climate misinformation across diverse populations.

Other mitigation strategies include clearer disclosure requirements for native advertising and contextualizing information that helps consumers identify potential greenwashing. A recent study found that forewarning messages about native advertising decreased the likelihood of deception.

As climate disinformation continues to evolve, experts emphasize the need for a multi-faceted response involving media organizations, regulators, and the public. The UN’s new principles represent a significant step toward building a more resilient information ecosystem that supports rather than undermines climate action.