Lawsuits Target Exxon’s Social Media ‘Green Washing’
by Maxine Joselow (E&E News Climatewire) Two years ago, Exxon Mobil Corp. took to Twitter to promote its research into algae biofuel. The oil giant tweeted a photo of swirling beakers of bright green liquid to its hundreds of thousands of followers. “We’re researching algae biofuel with about 40% of its mass as fat, which can be turned into fuel. The swish is just a nice bonus. #SoothingScience,” the caption read.
The response was scathing.
“Swishing green liquid is literally reminiscent of greenwashing, which is also what this ad is doing,” wrote a Twitter user with the handle “decommodify survival.”
The incident was indicative of a larger legal trend. As Exxon tries to portray itself as a leader on climate change on social media, the company is coming under increasing scrutiny in court.
From Twitter to Instagram, the oil giant’s posts have been cited in recent lawsuits brought by state and local governments seeking fossil fuel industry compensation for the local impacts of global warming.
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Since 2017, five states and more than a dozen municipalities have sued fossil fuel companies over their contribution to — and alleged deception about — the dangers of global warming.
The suits ask a slew of oil supermajors — including Exxon, BP PLC and Chevron Corp. — to help cover the costs of addressing hurricanes, wildfires and other disasters fueled by rising global temperatures.
Some of the more recent cases single out Exxon’s social media posts as examples of “green washing,” or the practice of making a company seem more sustainable than it really is.
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Asked for comment, Hilary Meltzer, chief of the Environmental Law Division of the New York City Law Department, said in an email to E&E News: “When fossil fuel companies run ads telling New York City consumers and residents about their commitment to clean energy, but then tell their investors that they plan to substantially increase fossil fuel production over 10, 20, or 30 years, that’s greenwashing. That kind of behavior violates New York City’s Consumer Protection Law, and that’s why we’re asking the court to hold these companies accountable.”
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Exxon’s social media posts are now fodder for a litany of climate liability lawsuits, including one filed by Massachusetts Attorney General Maura Healey (D).
In her suit, which she amended last year, Healey criticized Exxon for boasting on Instagram about its research into algae as a potential biofuel.
Such posts “mislead Massachusetts consumers by falsely representing that ExxonMobil is a leader in developing clean energy, such as algae biofuels, when ExxonMobil is increasing its production of fossil fuels, spends very little on clean energy research and development, and is opposing efforts to reduce emissions,” the complaint reads.
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Asked for comment, Healey said in an emailed statement to E&E News: “Exxon Mobil’s social media and other marketing campaigns target consumers with false messaging about environmental stewardship, cutting-edge clean energy research and climate leadership — when in reality Exxon is ramping up its fossil fuel production and convincing Massachusetts consumers to purchase products that contribute to catastrophic climate change. These tactics are intentional, harmful, and a major reason why our office wants to put a stop to Exxon’s ongoing deception.”
Exxon is the only major oil company studying algae as a potential source of biofuels. But after more than a decade of research, serious questions remain about the technology’s viability (Climatewire, Nov. 2, 2020).
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In 2000, for example, an Exxon Mobil advertorial titled “Unsettled Science” sought to portray climate science as full of uncertainties, despite the company’s own scientists confirming the perils of global warming in the 1970s. READ MORE
Exxon Considers Pledging ‘Net Zero’ Carbon by 2050: Chief Executive Darren Woods faces pressure from investors to take a more decisive approach to reducing emissions (Wall Street Journal)
Study: Exxon Mobil accurately predicted warming since 1970s (Associated Press)
