‘Paid partnership’ ads sparked a backlash for promoting planet-warming fossil fuels to young people.
According to a study published in 2021 by the think tank InfluenceMap, oil firms spent US$10 million annually on advertising.
AFP found cases of such spots in India, Mexico, South Africa and the United States that promoted major oil firms such as BP, Chevron, ExxonMobil, Shell and TotalEnergies on platforms including Instagram, TikTok and Twitch. “I understand you have to make money but advertising a fossil fuel company in 2023 ain’t the way,” wrote one of her followers.
A Shell spokesperson who asked not to be named told AFP it used advertising and social media to promote its low-carbon products, but declined to provide examples. They would not comment on the paid partnerships for petrol products. Instagram and TikTok demand users label branded content when they have been paid or received gifts from the company, along with restrictions on advertising dangerous products. They do not list fossil fuels among these.
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