Powering the Feed: The Digital Advertising Strategies of Major Energy Companies in Brazil and the UK
Efforts made by fossil fuel companies and other actors with vested interests in the energy
sector to shape the public’s understanding of the climate crisis, the energy transition,
and their possible solutions have been documented worldwide, spanning communication
campaigns, research funding, lobbying, and direct engagement in policymaking. Rather than promoting the scale of structural change required by the climate crisis, high-impact energy companies have increasingly invested in communication strategies that portray their activities as aligned with sustainability and socio-environmental commitments, often through misleading or
greenwashing narratives.
In this report, we map and compare narrative patterns in the textual and visual content of energy-company advertising on Meta platforms in Brazil and the United Kingdom, seeking to understand how the sector frames the energy transition and the socioenvironmental impacts of its activities, builds positive corporate narratives, and shapes broader dynamics of information integrity in the context of the climate crisis.
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WARNING
This report is an independent production by NetLab UFRJ. All decisions regarding this work were made exclusively by the laboratory's researchers. NetLab UFRJ's funders have no influence over the laboratory's research agenda and did not participate in any stage of the production of this report.
Information about NetLab UFRJ's funding sources is available here.
