Today, many legal cases are brought on the grounds that marketing campaigns, for example, are misleading or overstating performance in the context of climate change. The report refers to this gap between PR and real climate commitments as “climate-washing,” and gives the example of fossil fuel companies and major polluters that adopt communication strategies to create the perception that their activities are part of the solution to climate change, rather than the primary cause. A major advertising theme for fossil fuel companies, according to Franta, is portraying their positive impact on developing countries or stating misleading energy transition objectives.

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