Fossil fuel companies are making money with Google ad placements that read like normal search results

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A new study has confirmed that fossil fuel companies are buying numerous Google ads. One in five ads listed at the top of the climate-related search term results were for companies related to fossil fuels. Ads are specifically designed to appear as search results, tricking readers into clicking.

The study was conducted by The Guardian. 78 climate-related terms were searched, recording and analyzing the results and associated announcements. The study was conducted in collaboration with thinktank, InfluenceMap. More than 1,600 ads, representing one in five, were bought by companies directly involved in or closely related to fossil fuels.

Fooling the end user

Google Ads are popular because they have been designed to look a lot like standard search results. With just a little “Ad” written next to them, it’s easy to click on a sponsored result without realizing it. A 2020 study revealed the extent of the deception when it announced that over 50% of users could not distinguish between a Google ad and a search result.

Major advertisers included ExxonMobil, Shell, and Goldman Sachs. Everyone has a vested interest in garnering positive public opinion about fossil fuel production.

“Google is allowing groups with a vested interest in the continued use of fossil fuels to pay to influence the resources people receive when they try to educate themselves,” Jake Carbone, senior data analyst at InfluenceMap, told the Guardian. “The oil and gas sector has moved away from challenging the science of climate change and is now seeking instead to influence public discussions on decarbonisation in its favor.”

Among the most troubling findings was Shell promoting its net-zero ambitions. As users try to understand what those goals mean, it has been discovered that the oil conglomerate is flooding Google with water-confusing self-promotional blog articles. Likewise, consulting agency McKinsey advertised in more than 8 out of 10 searches for “energy transition”. They said the company is committed to helping companies promote sustainability. Away from the advertising sphere, the agency recommended 43 of the top 100 most polluting companies on the planet.

Further investigation on the Google platform revealed that the “snippets”, although not paid, are chosen by the Google algorithm. A short example of the most relevant website entry for a search term appears at the top of the page. These snippets have proven to be taken from top-notch SEO articles. In the study, “fracking” was looked for with a pro-activity excerpt from the Independent Petroleum Association if America was visualized.

Data extraction

The Guardian noted that finding relevant data on Google’s ads proved difficult. Unlike Facebook, there is no publicly accessible library. This means that it is impossible to get an accurate overview of all activities. Google commented that ads denying climate change have now been actively banned from the site. He went on to say the ads are “clearly labeled,” despite consumer surveys suggesting otherwise.

Despite an onslaught of academic evidence that the fossil fuel industry is contributing significantly to climate change, it continues to expand, not adapt. Reports of personal health issues have also done little to slow the industry down. Last year it was revealed that oil companies are funding fossil fuel-fueled plastics in record numbers. In turn, they themselves are financed by the largest and most powerful lending institutions in the world.

All images courtesy of Unsplash.

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