“We cannot solve this problem alone through better narratives or by disseminating more scientific data and fact checks. Research has shown time and time again that misinformation is gaining ground, because this type of content drives the attention economy and systems optimized to maximize social media interactions. Platforms must reduce the impact of super-spreaders of hoaxes and make it harder, more time-consuming and less profitable to ‘go viral’ by lying about the climate crisis. “If we don’t address that fundamental architectural problem, we will struggle to make real changes to all the others.”
It is the latest conclusion of a report by the Climate Action Coalition Against Disinformation (CAADfor its acronym in English) presented on the occasion of COP29, which is being held this week in Azerbaijan. This is the fourth edition of the study carried out by this group of 50 environmental and anti-misinformation organizations, which has been offering an annual bibliography on climate hoaxes and the objectives of those who spread them for several years.
This year’s texthowever, presents a “cruder conclusion.” This “does not refer to any specific tendency” among the spreaders of disinformation, but rather to the fact that they can continue to profit from hoaxes and contaminate public discourse about the crisis. “Although the exact content may change from year to year, we are struck by how much remains the same and how little has been done to address the root causes,” the organizations highlight.
Rather than being relegated to the margins of public discourse, our evidence suggests that such narratives are becoming more common, more violent and more impactful through repetition.
“Big Tech is actively fueling the climate crisis by allowing Big Oil and disinformation actors to spread lies and undermine climate action,” they denounce: “Instead of being relegated to the margins of public discourse, our evidence “They suggest that such narratives are becoming more habitual, more violent, and more impactful through repetition.”
More and more visibility for super-misinformers
Misinformation about climate change spreads widely on social media, including attacks on renewable energy, denying the connection between climate change and extreme weather events, and promoting conspiracy theories about climate manipulation. This latter dynamic is repeated around the world, from the deadly fires in Hawaii to the catastrophic DANA floods.
The Coalition’s analysis highlights the influence of disinformation super-spreaders in amplifying misleading narratives and eroding public trust in climate science. Social media algorithms are attracted to the extreme discourse that these profiles receive, multiplying their visibility. The study points to examples of X and TikTok accounts and YouTube channels that went from tens to hundreds of thousands of followers as they increased the belligerence of climate hoaxes.
Studies have shown that repeated exposure to climate denial claims makes them more credible and persuasive, even to those who claim to be concerned about the climate crisis.
His tactic of repeatedly repeating the same fallacies has an effect. “While exact examples may vary, the main narratives from the past year are strikingly similar to those identified by CAAD at COP26. This demonstrates the persistence or ‘stickiness’ of misinformation and how arguments and images are recycled year after year. “Studies have shown that repeated exposure to climate denial claims makes them more credible and persuasive, even to those who claim to be concerned about the climate crisis,” they say.
The situation is worsened because these platforms lack clear rules about what constitutes climate disinformation and restrict studies by external researchers. They also do not act against accounts that repeatedly spread disinformation, allowing them to continue operating with impunity, the report lists.
Oil company payments
Fossil fuel companies spend tens of millions of dollars on advertising on social media platforms to promote a “green” image and discredit climate policies. More than 17 million dollars went to Meta, owner of Facebook, Instagram and WhatsApp. The payment meant that its ads were seen 700 million times by users of Meta networks.
The report has focused on Meta ads because it is the platform that offers the most transparency in advertising since the Cambridge Analytica scandal. However, it does not exclude other platforms from this practice. This often misleading advertising helps delay the transition to clean energy and perpetuates dependence on fossil fuels.
Advertising is continually used to whitewash the industry’s image, which is likely to cause further critical delays in the energy transition
“Despite frequent statements by the fossil fuel industry about reaching the target of net zero emissions by 2050, this is not confirmed in their business plans or activity. However, advertising is continually used to whitewash the image of the industry, which is likely to cause further critical delays in the energy transition,” the organizations say.
The study in turn points out that the combustion and oil lobbies not only pay the platforms, but also organize campaigns to manipulate astroturfing. This term refers to propaganda campaigns that pretend to be driven from below, by grassroots users, when in reality they are paid operations.. The fossil industry is using them “to pressure and transmit more aggressive messages about the essentialism of fossil fuels and influence public opinion from a distance, with greater plausible deniability.”
Increasingly violent speeches
Another trend that the report points out is the growing concern about increased violence in speeches that oppose climate action. Although this phenomenon is not limited to a single type of speech, it manifests itself in various forms, from aggressive rhetoric to direct threats against individuals and institutions.
In the US, this trend has led to deniers leading violent protests and calling for civil war in the country. Threats against the personnel of the Federal Emergency Management Agency (FEMA) have also increased, a phenomenon reminiscent of what happened to the AEMET in Spain in the recent DANA. Harassment that can extend to scientists, journalists and climate activists, a strategy to discredit their work and undermine public trust in climate science.
elDiario.es contacted Meta, YouTube, TikTok and X this Monday to include their version of the Coalition report. YouTube has declined to comment and TikTok has explained, without referring to the content of the report, that it does not allow disinformation that does not allow “disinformation that can cause harm to specific individuals or society, regardless of its intention” and that it works with 19 independent fact-checking organizations worldwide to evaluate content as events develop.
“Among all efforts, we must focus on disrupting the misinformation economy and creating healthier incentives in our information space,” the organizations converge: “This means eliminating the profit motive of content creators who misinform and technological platforms. that take advantage, as well as exposing the techniques and messages of bad faith actors (whether corporate, state-sponsored, political or individual). Most importantly, we cannot focus on countering each individual behavior, but rather we must address the systems and the behaviors and actors they reward.”
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