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Climate change is one of the most pressing and demanding challenges facing the planet. Despite the scientific consensus on its existence and consequences, there are still those who deny it, so that nothing is done about it. Disinformation about climate change is shifting from denialism— the theory that denies its existence— to a more subtle form known as “retardism,” which questions the need for urgent and substantial measures. What are the main trends in climate misinformation? How can we protect ourselves? How should we act?

According to reports from the Intergovernmental Panel on Climate Change (IPCC) of the United Nations (UN), the average global temperature has increased by 1.1°C since the late 19th century, which is largely attributed to human-induced emissions of greenhouse gases, primarily carbon dioxide and methane (IPCC, 2023). The IPCC also warns that greenhouse gas emissions must peak before 2025 at the latest and must be reduced by 43% before 2030 if we want to limit climate change to 1.5°C and avoid catastrophic consequences.

Despite the scientific consensus on the existence of climate change, the empirical evidence linking it to human activity on the planet (such as fossil fuel burning, deforestation, agricultural expansion, industrialization, and transportation), and the understanding of its effects (water acidification and pollution, devastating weather events—e.g., extreme droughts or floods—and the death, migration, and extinction of various species), there are still those who attempt to prevent any action from being taken. These individuals, aiming to persuade society that no measures are necessary, typically employ two argumentative approaches: they either claim that global warming is not happening or is not a real problem (denialism), or they argue that proposed solutions to address the situation are ineffective or even harmful (retardism).

From denialism to retardism

Several academics have studied the current narratives against climate action and those that are beginning to become obsolete, concluding that the main trend is shifting from denialism to retardism.

It is within this context of retardism that current climate disinformation on social media is situated. These platforms present both opportunities and risks for creating a healthy information environment around climate change. For example, through social media, scientific information related to climate change reaches a wider audience (in Spain, for instance, around 50% of the population consumes news, including about climate change, via social media), and the experiences of various groups affected by climate change become more visible (such as the multitude of images of nearly empty reservoirs that have flooded social media during the current drought). Social media also facilitates climate activists coming together and fostering conversations about climate change that can even stimulate high-impact political actions (for example, the use of social media by Fridays for Future to organize political protests against government inaction on climate change).

On the other hand, social media, due to its characteristics—the user-generated content, the role of algorithms in mobilizing content, and the advertising to which users are exposed—can significantly undermine scientific information about climate change and contribute to the rapid and widespread dissemination of climate disinformation. 

Environmental groups and activists like the Climate Action Disinformation Coalition—a global coalition of over 50 leading organizations on climate change and disinformation—and movements like Stop Funding Heat—a group concerned with how newspapers, news websites, and social media easily spread lies about climate change in pursuit of sales, clicks, or particular interests—regularly document how these platforms are used to propagate climate disinformation.

What are the main climate disinformation strategies on social media?

The strategies of climate disinformation are varied and constantly evolving. However, among these, the following stand out:

1. Discursive sophistication: As we have pointed out, disinformation tactics have evolved from outright denial to more subtle narratives aimed at preventing any meaningful response to climate change (e.g., retardism).
2. Use of advertising: A report published by Influence Map on the advertising of major oil companies on Facebook revealed that 25 oil groups placed over 25,000 ads on Facebook in 2020, spending nearly $10 million. In this regard, in January 2022, more than 450 climate scientists urged executives from leading advertising and public relations agencies to abandon their fossil fuel clients and stop running ads that propagate climate disinformation.
3. Intersectionality: Often, actors disseminating climate disinformation are also involved in spreading other types of disinformation. This is the case, for example, for those who promote anti-vaccine conspiracy theories, anti-climate narratives, and claims of a supposed new world order.

What can you do to protect yourself from climate disinformation?

As we have observed, social media is one of the main transmitters of climate disinformation. However, this does not mean we should stop using these platforms; on the contrary, we must understand how they work better and enhance our digital literacy to avoid consuming or spreading climate disinformation.

To verify whether a piece of climate information is accurate or, conversely, incorrect or false, we recommend using the PANTERA method from Learn to Check.

Additionally, here are some tips proposed by the organization Carbono Neutral:

• Verify the timeliness of the information: One of the most common methods for spreading climate disinformation is sharing news that is no longer current. This is evident in situations where a catastrophic climate event that occurred years ago is presented as “recent.” Therefore, it is highly advisable to check the publication dates of content and confirm whether the topic is being reported in the media.
• Read the entire content of the post: This is a crucial aspect. A significant part of the impact caused by false news lies in social media users not fully reading the content they share. Thus, before disseminating any news or data you find online, it is essential to question whether you have reviewed all the content or if you are only sharing the headline

Finally, from the European Climate Pact, here are some suggestions for discussing climate change:

• Human experience: If you have recently experienced floods, heatwaves, droughts, or wildfires, talk about it. We must remember that such events will become increasingly frequent and have consequences for people.
• Day-to-day actions: You can provide examples of small practices that everyone can incorporate into their daily lives in relation to the climate emergency.