Shell faces criticism for allegedly promoting fossil fuels to young audiences through video games
"Shell called out for promoting fossil fuels to youth via Fortnite game" , 6 October 2023
“Climate activists are calling out Shell for partnering with popular video gamers and online youth influencers to promote fossil fuels to a younger generation.
The oil giant, which in July reported quarterly profits of more than $5bn (£3.9bn), worked with Fortnite creators and paid popular gamers on multiple platforms to showcase its “ultimate road trips” promotion, part of a marketing campaign for a new gasoline it calls V-Power Nitro+.
According to the group Media Matters for America, the company is targeting young players on Twitch, TikTok, Instagram and YouTube, encouraging them to fill up virtual vehicles at interactive Shell gas stations and post screenshots of the game with a #Shellroadtrips hashtag.
Research by the non-profit group revealed Shell sponsored livestreams of gameplay on Twitch by at least six streamers with a combined 5.5m followers. It also identified three more content creators on other platforms who were paid to promote the campaign in their videos. Those influencers, Media Matters said, have a combined 1.5 million Instagram followers, 8.5 million on TikTok and 11.6 million on YouTube.
A single paid promotion post last month by a YouTube presenter with the username Chica had a potential reach of 1.74 million people alone.
“Shell’s marketing to young people is another example of how big oil puts profit over people and the planet, even though it has known for decades that the product that it sells is driving the climate crisis,” said Allison Fisher, director of Media Matters’ climate and energy program.
“Regulators in the US and Europe have increasingly cracked down on the fossil fuel industry’s tactic of greenwashing or misrepresenting their products as clean or sustainable. This new campaign appears to launder its climate destabilizing product through popular gamers and social media influencers to its target demographic: those most concerned about the climate crisis.
“It may get by regulators, but it doesn’t make it OK.”...”