The BBC has reported on an interview they undertook with a group that fights against climate misinformation online. A member of the group, using the pseudonym ‘Maria’, described how she participated in the formation of Team Ninja Trollhunters in 2019, a team of 25 people from different countries who got together to combat climate change denial on Twitter. She has a background in science, like some of her fellow vigilantes, which is said to be helpful when sifting through intricate research. The group used some of its initial meeting time in 2019 to fact-check exaggerated or misleading assertions they discovered on Twitter. The "ninjas" responded to assertions that were going viral with links to factual material, such as academic publications or scientific studies. This approach failed, and as such, the "ninjas" started monitoring well-known Twitter accounts that cast doubt on the fundamental science behind climate change. They would report any tweets from those users that violated the platform’s terms of service. Denial of climate change is not prohibited on Twitter, but other content, such as threats, abuse, or hate speech, is. Up until November of last year, making false statements regarding Covid-19 could potentially result in the deletion of tweets or the suspension of accounts. The "ninjas" like to think their tens of thousands of hours of patient, laborious work have paid off. They assert that 600 Twitter accounts supporting climate change denial were suspended as a result of their actions.[i] The BBC said that it was unable to independently verify these claims.
An example of the kind of tweets Team Ninja Trollhunters seek out
Source: BBC
According to the National Resource Defence Council (NRDC), large polluters, including fossil fuel industries, have spent hundreds of millions of dollars to propagate inaccurate information on social media. According to one estimate, more than 1,700 of these ads were posted on Facebook in 2021 by 16 of the world's worst polluters. These advertisements collectively generated about 150 million impressions and brought in close to $5 million for the site.[ii] Furthermore, even marketing strategies have contained false information about climate to persuade the public to keep using fossil fuels. The NRDC also reports that trade organisations for the natural gas industry have actively paid Instagram influencers, often young women with large followings among foodies and cooking enthusiasts, to tout the advantages of cooking on a gas stove rather than an electric one in an effort to make the burning of this specific fossil fuel seem necessary for successful recipe results.[iii]
In 2021 Channel 4 reported that Oil and gas firms spent more than $9.5 million on 25,147 Facebook advertisements, many of which promoted what fossil fuel companies claim are the environmental advantages of natural gas. According to a former Facebook director, the social media site is being used to "propagate misinformation" and "propaganda" that undermines efforts to reduce greenhouse gas emissions. In response, a Facebook spokesperson said:
“We reject ads when one of our independent fact-checking partners rates them as false or misleading and take action against pages, groups, accounts, and websites that repeatedly share content rated false.
“We also connect 300,000 people a day to reliable information through our Climate Science Information Center.”[iv]
Despite these efforts from social media companies to tackle climate disinformation, it is still on the rise. LSE say that their analysis shows that instances of climate scepticism have increased.[v]
The theory of inoculation provides a framework for efficiently 'prebunking' false information. Studies found that exposing people to a "weak form of misinformation" is beneficial in assisting them in developing immunity against the influence of misinformation. It adapts the idea of immunising against disease and applies it to knowledge. Two components make up a misinformation ‘inoculation’: a warning about the risk of being misinformed and reasons to the contrary. Other advantages of ‘inoculation’ exist besides limiting the impact of false information. According to research, those who read an immunising text were more inclined to discuss the intended topic. This suggests that "inoculation" has the added benefit of assisting in ending "climate silence," the situation where people are unwilling to discuss climate change even with friends and relatives.[vi]
It would be an important moment for businesses around the world should the tide be turned on misinformation. Increased scrutiny due to a more informed set of consumers could well mean that access to investment may hinge upon more stringent ESG requirements driven by a higher level of understanding from investors and consumers alike.[vii]
In a traditional inoculation, it’s a disease introduced to the body to prepare it. In the case of misinformation, it is information itself that could form the barrier against the infection of misinformation on climate change across social media. At ZCA, we’re dedicated to bringing you that information in an impartial, non-political way. Our growing range of online courses also seeks to bring you up to speed on the most pressing issue facing our planet.
[i] BBC- The 'ninjas' fighting climate change denial on Twitter
[ii] NRDC- Climate Misinformation on social media Is Undermining Climate Action
[iii] Ibid
[iv] Channel 4- Revealed: Facebook received millions for ads promoting fossil fuel
[v] LSE- How can we better understand the role of social media in spreading climate misinformation?
[vi] Centre for Climate Change Communication- Turning Climate Misinformation into an Educational Opportunity
[vii] Reuters- ESG Watch: Why this year could be a watershed moment for investors on nature-related risk
Oscar is a recent graduate with a background in earth science. He is currently studying an MSc focussing on disaster responses, emergency planning and community resilience. His postgraduate research project will assess the link between climate crisis risk perception and attitudes to green energy projects. “Adapting to the climate crisis through the pursuit of net zero requires community engagement and understanding. Zero Carbon Academy’s goals closely align with this approach and I’m excited to have the opportunity to research and communicate a variety of topics relating to our environment and sustainability”.
