Oil firms pay Insta, TikTok influencers for ads
Paris (AFP) – Popular influencers are being paid by oil companies to promote their use of petrol on social media platforms, causing some environmentally-conscious fans to protest against the promotion of fossil fuels that contribute to global warming among the younger generation.
Published on: 08/30/2023 - 05:23AMUpdated: 08/30/2023 - 08:32AM
Up-and-coming internet stars who have gained fame by sharing content about gaming, their furry companions, or their exotic trips aren't shy about promoting gas stations, fuel rewards, and loyalty programs to their vast audience as well.
AFP discovered instances of these locations in India, Mexico, South Africa, and the United States where notable oil companies like BP, Chevron, ExxonMobil, Shell, and TotalEnergies were being advertised on social media platforms such as Instagram, TikTok, and Twitch.
"Join me as we grab some munchies at my family's Shell service station," suggests a TikTok content creator known as The Petrol Princess, renowned for showcasing various wigs to her extensive fan base of 2.7 million followers.
Her profile is identified as a "sponsored collaboration" in accordance with the regulations set forth by the platform.
In an independent inquiry, DeSmog, a media platform that exposes climate misinformation, revealed that it identified over 100 individuals who had endorsed oil and gas corporations. Surprisingly, among these influencers was an elderly woman from the Philippines who typically shares content related to her loved ones.
Experts suggest that corporations are actively engaging with the younger demographic on various social media platforms to sustain their oil and gas-centric operations. This strategy persists despite countries' efforts to explore greener alternatives in order to combat the substantial contribution of fossil fuel combustion to global warming.
A lot of youngsters are fully conscious of the pressing nature of the climate emergency and have a negative perception of companies dealing in fossil fuels. These very companies are presently attempting to enhance their reputation among these specific groups of people, according to the words of Melissa Aronczyk, who holds the position of a professor specializing in communication and information at Rutgers University.
Certain paid articles have been met with a varying reception.
A devoted gamer, who amasses a whopping 178,000 followers on Instagram under her @chica username, sparked disappointment among her fans when she shared a recent post flaunting an innovative feature in the popular video game Fortnite, brought to you by Shell.
"I get that you need to earn a living, but promoting a fossil fuel company in 2023 isn't the right approach," expressed one of her followers.
AFP came across videos advertising products for the prominent American oil corporation ExxonMobil. These videos featured diverse individuals endorsing the company's rewards program, such as a pregnant woman at a fueling station and an influencer with a wedding-related theme.
ExxonMobil, similar to numerous corporations, collaborates with individuals of influence to inform customers about the complete advantages of our fuel rewards program," Lauren Kight, the company's representative for media relations, conveyed to AFP through electronic mail.
A representative from Shell, who preferred to remain anonymous, informed AFP that the company employed advertising and social media to market their eco-friendly merchandise. However, they chose not to offer any specific instances. They also refrained from discussing any paid collaborations related to petroleum products.
While searching for Shell renewable fuel-related hashtags, AFP discovered only a few Instagram posts that endorsed its electric vehicle charging app.
BP, Chevron, and TotalEnergies remained unresponsive when asked for comments.
According to Duncan Meisel, who is in charge of Clean Creatives, an initiative that aims to persuade PR and advertising experts to distance themselves from clients who are involved in the fossil fuel industry, an advertising endorsement from an influential person for fossil fuels is likely to be considered less dubious when compared to one promoting greenwashing practices. Greenwashing refers to the act of companies exaggerating their efforts towards mitigating climate change.
However, he deemed it "morally questionable in different aspects, as it promotes the increased utilization of a product that is actively causing harm to individuals."
He mentioned that determining the magnitude of such advertisements was difficult because of inconsistent labeling.
In a single image, research conducted in 2021 by the think tank InfluenceMap discovered that petroleum corporations invested $10 million in Facebook advertisements within a span of one year.
Instagram and TikTok require users to disclose sponsored content when they have received payment or gifts from a company, as well as implement regulations for advertising harmful products. However, fossil fuels are not specifically mentioned in the list of prohibited items.
Even though utilizing endorsements from influential personalities as a marketing strategy has been widely used in the advertising world, Meisel and Aronczyk expressed their belief that the attempt of fossil fuel companies to attract influencers might have negative consequences.
One of many disappointed fans expressed their disappointment as they watched you endorse Shell fuel in an Instagram video after witnessing your growth on your videos. This act seemed to contradict your previous stance against unethical and inhumane companies.
"So heartbreaking... You must not have been in such desperate need of the money."
No responses were received from any of the influencers mentioned in this article when asked for their comments.
Meisel stated that influencers collaborating with companies in the fossil fuel industry should anticipate a negative impact on their reputation.
Fossil fuel companies hold the dubious title of being the largest contributors to pollution in the world, which doesn't sit well with the younger generation. Consequently, as soon as these videos are viewed, the urge to click the unfollow button becomes quite strong.
