Climate misinformation—defined as any inaccurate or misleading information about climate change, shared intentionally or not—used to look more like outright climate denialism. But in recent years, a new kind of lie has replaced it.

Instead of polarizing TV pundits claiming that climate change is a hoax, we’re more likely to encounter a seemingly legitimate news article on social media, shared by a seemingly reliable friend, that, say, falsely claims electric vehicles pollute more than gas-powered cars. (Spoiler: They don’t.) The goal—to undermine climate action by influencing which policies and whose platforms we support—is still the same. It’s just a more subtle version since it’s now harder to claim climate change is fake when we’re all experiencing it firsthand.

So how prevalent is this form of climate misinformation?

A report by the advocacy group Stop Funding Heat found that climate misinformation gets viewed up to 1.36 million times every day on Facebook alone, though it’s been found on all social platforms, from TikTok to Pinterest. So assume that it’s slipping through the cracks onto your feeds too.

Who’s behind the spread?

Fossil fuel companies, other major polluters, and their allies have spent hundreds of millions of dollars to spread climate misinformation on social media. One analysis found that 16 of the world's biggest polluters were responsible for placing more than 1,700 of these ads on Facebook in 2021, which collectively garnered roughly 150 million impressions.

Clean energy is often a prime target. For example, Texas Public Policy Foundation, a think tank with strong oil and gas ties, inserted itself into regional debates over wind energy by making YouTube videos falsely framing these as clashes between small-business Davids and clean energy Goliaths.

On Facebook, oil and gas companies fabricated front groups that look, sound, and act like citizens concerned about clean energy. Trade groups for the natural gas industry even paid Instagram influencers, including young women with large foodie followings, to talk up cooking on a gas stove versus an electric one. This messaging is then spread by, say, people on your feed or, unknowingly, by you.

What’s the impact?

When the public is confused and misled about climate change and made wary of the best solutions, it fuels polarization. That can undermine and potentially delay much-needed climate action.

So how can we stop it?

The response by social media sites has been unsatisfyingly mixed. For now, that means the buck might have to stop with us. This handy list breaks down how to spot climate misinformation tactics and become a savvier consumer of media. And once you can spot the lies, report them. This guide shows how to do so, organized by platform.

Learn more about the disturbing state of climate misinformation and why you should be more wary of what pops up in your feeds.

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