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Tortoise Media has launched a new interactive database and visualization tool aimed at tracking climate misinformation online. Called “Hot Air,” the free, publicly-available resource was developed in partnership with the University of Exeter and with support from Octopus Energy.
The comprehensive tool allows users to identify and monitor climate misinformation across multiple digital platforms, providing a much-needed resource as climate denial content continues to proliferate online.
“Hot Air has been a project we’ve been conceptualizing, developing and rigorously testing for months and now you can see how the ecosystem of climate skepticism is thriving online,” said Bex Sander, data and graphics reporter at Tortoise Media. “We hope that this publicly-available tool will be helpful to inform where people get their information from and interrogate the claims they see across the internet.”
The launch comes at a critical time, with research showing alarming growth in climate denial content across major platforms. Tortoise’s analysis reveals climate denier posts increased by 24 percent on YouTube from 2021 to 2024. Even more concerning, similar content grew by more than 40 percent on X (formerly Twitter) during the same period.
In developing the database, Tortoise and University of Exeter researchers identified nearly 300 individuals who regularly attack climate science and policy. Their content ranges from subtle skepticism to outright misinformation, creating a complex web of climate denial that can be difficult for the average person to navigate.
The Hot Air tool has already proven valuable in tracing the origins of several widely-circulated misleading narratives. These include false claims that wind turbines harm whale populations, that volcanic eruptions rather than human activity are responsible for rising global temperatures, and that farmers are being forced to cull livestock to meet net zero targets.
One particularly troubling trend identified through the database is the growing prevalence of conspiracy theories framing climate change as an instrument of social control. These narratives now represent approximately 37 percent of climate denial content on YouTube and over 40 percent of similar posts on X.
Quentin Willson, founder of FairCharge and a member of the EVUK advisory board, emphasized the serious consequences of climate misinformation. “Climate denial, misinformation and willful twisting of the facts are the biggest threats to the planet, air quality, our health and ultimately our economic future,” he stated.
“Those who sprout factually incorrect, ideologically-driven information can be guilty of polluting the minds of others. We see it every day from vested parties interested only in preserving the status quo,” Willson added. “This isn’t how an intelligent, scientifically aware society should work. Instead, we should always be looking to promote factually accurate and informed debates.”
The scale and sophistication of climate misinformation have increased significantly in recent years, making tools like Hot Air increasingly valuable to journalists, researchers, educators, and the general public. The database encompasses content from major social platforms including TikTok, X, and YouTube, as well as news articles and dedicated websites focused on climate denial.
Climate misinformation represents a significant obstacle to meaningful action on climate change. By creating confusion and doubt about established science, denial networks can delay policy implementation and undermine public support for climate initiatives. This comes at a time when rapid decarbonization is increasingly urgent according to climate scientists.
Tortoise Media’s initiative represents one of the first comprehensive attempts to catalog and analyze the complex ecosystem of climate denial content at scale. By making the database freely available to the public, they aim to increase transparency and media literacy around a topic often clouded by conflicting information.
“Climate change is the greatest collective existential threat to the future of the planet, and the need for accurate information has never been greater,” Sander emphasized.
The Hot Air tool is now available on Tortoise Media’s website, providing a valuable resource for anyone seeking to better understand the landscape of climate misinformation online.
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13 Comments
Climate misinformation is a real threat, as it can sow doubt and confusion around the urgent need for action. I’m glad to see efforts to monitor and expose these false narratives.
Absolutely. Bringing transparency to the ‘ecosystem of climate skepticism’ is an important step in addressing this challenge. Kudos to Tortoise Media for this initiative.
It’s disheartening to see climate denial content proliferating on social media. This database could be an important step in holding platforms accountable and empowering users.
I agree. Increased transparency around the origins and amplification of climate misinformation is crucial for developing effective counter-strategies.
The growth of climate denial content online is worrying. This database could be a valuable tool for researchers, journalists and the public to better understand the problem.
I hope this resource helps people critically evaluate the information they encounter online. Fact-checking and media literacy are key to combating misinformation.
Monitoring the spread of climate misinformation is vital. This database could be a powerful resource for understanding the dynamics behind the proliferation of these false narratives.
The growth of climate denial content is extremely concerning. I’m glad to see efforts to track and expose this misinformation, which can have serious consequences.
Absolutely. Equipping people with the tools to identify and challenge climate misinformation is an important step in the fight against disinformation.
This is concerning, but not surprising. Climate denial content has been spreading rapidly online. It’s crucial we have tools to track and counter this misinformation.
I agree, a comprehensive database like this is essential to shed light on the scale of the problem. Fact-checking and debunking these false claims is vital.
Tracking the spread of climate misinformation is crucial. This new database seems like a promising way to shed light on the scale and sources of this troubling trend.
Tackling climate misinformation online is crucial for protecting public understanding of this critical issue. This database seems like a valuable resource for researchers and the public.