HOW THE MEDIA LAUNDERS FOSSIL FUEL INDUSTRY PROPAGANDA THROUGH BRANDED CONTENT

This article discusses how the fossil fuel industry tries to use its advertising to spread propaganda and lies.

THERE IT WAS in black and white ­— or black, white, and a palette of gentle greens and blues. With a headline predicting that natural gas “will thrive in the age of renewables,” the article made the case that there are limitations on solar and wind power and that — as a subhead spelled out in aquamarine type — natural gas “is part of the solution.” Why was the Washington Post weighing in on the need for continued production of this fossil fuel in the face of climate change?

Or was it? On closer inspection, the report wasn’t coming from the D.C. paper’s newsroom. Though the link takes you to a page published by WashingtonPost.com, the story is actually a publication of WP BrandStudio, the paper’s branded content platform. In other words, the article is really an advertisement, and the copy was paid for by the American Petroleum Institute. The tagline — “Content from American Petroleum Institute” — is plain to see if you’re looking for it, though easy to miss if you’re not.

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