"Unforgiveable manipulation of the public"
7th May 2026, Australia - Gas and oil suppliers, electricity and gas services (retailers), and mining companies have intensified mainstream advertising in the first quarter of 2026 - spending more than in the 2025 federal election period.
In Q1 2026, advertising spend from Australia's electricity, gas, resources, mining, fuel and gas product sectors increased to $48.5 million, up nearly 7% from Q1 2025 ($45.4 million), with electricity and gas services accounting for the bulk of investment at $30.7 million, or 63% of total sector spend.
The figures, supplied by Standard Media Index for Comms Declare, show a clear uplift in overall media investment during the quarter, revealing a broader strategy to influence public debate before the Federal Budget. The figures cover digital advertising (including podcasts), television, outdoor, radio, newspapers and cinema formats.
In the past 90 days (31 January - 1 May 2026), more than a million dollars ($1,031,230) was spent on fossil fuel Facebook advertising alone, with the Minerals Council of Australia and Australian Energy Producers the top spenders.
In one Facebook ad, the Minerals Council of Australia claims mining funds Medicare - while the coal industry drives pollution and climate impacts that undermine human health.
In a newspaper ad, Chevron warned the proposed Federal gas tax would jeopardise Australia's energy future. Domestic gas prices have already and the Australian Competition and Consumer Commission warned in its March 2026 gas inquiry report that high exports are contributing to domestic price pressure.
The Australia Institute has estimated that around 70% of gas from Australia's eastern states, and 80% of Australia's gas overall, is exported, tightening local supply and exposing domestic users to higher prices.
Together, the advertising data highlights a widening gap between fossil fuel industry narratives and the structural realities shaping prices, public health and the future of Australia's energy market.
Digital and Podcast Advertising
The data also shows a sustained pattern of mainstream digital and podcast advertising by fuel, energy and mining companies during periods of heightened political and consumer sensitivity.
A significant portion of fossil fuel mainstream advertising in Q1 flowed into digital channels, including podcasts, where audience targeting and engagement are higher and enabling the sector to influence mainstream culture and public sentiment.
Digital channels, including podcasts, accounted for a substantial share of Q1 2026 advertising across the fossil fuel sector. Electricity and gas services (retailers) allocated close to $15.5 million, or 50% of total spend, to digital and podcast advertising.
Fuel and gas suppliers directed $2.97 million (45%), while resources and mining companies invested a further $3.6 million, making digital their second-largest channel after television.
Cecilne Wake, Shell Australia country Chair and Board Chair of Australian Energy Producers, admitted in a Senate hearing in April that the industry was spending up to $7 million on advertising to fight a 25% levy on gas export revenue.
A Growing Trend
The Q1 surge is part of a broader pattern. Over recent years, fossil fuel advertising has repeatedly intensified around key political and policy moments, shaping public understanding of energy, pricing and supply.
Across 2024-2025, podcast advertising from mining and energy-linked companies has clustered around key political and policy windows, including the Federal election.
In 2025, the majority of podcast advertising spend was concentrated around key political moments, with a significant proportion occurring during the Federal election period in April and May. The bulk of this spend, approximately 85%, was driven by fuel, gas products and suppliers, which primarily operate upstream and do not typically market directly to consumers ($587,106 of a total $694,892).
In 2024, the Resources & Mining sector accounted for nearly half of all identified fossil fuel-related podcast advertising spend in Australia ($400,632 of $879,023), despite not generally selling a public-facing consumer product. This suggests these campaigns may function more as reputation and social licence advertising than conventional consumer marketing.
Taken together, the data reinforces sustained investment in podcasting not only as a commercial advertising channel, but as a mechanism for fossil fuel narrative positioning during politically and economically sensitive periods.
Southern Cross Media remained the largest recipient across 2024 and 2025, underscoring its position as a prominent beneficiary of fossil-fuel linked advertising spend.
Belinda Noble, Founder of Comms Declare, said the fossil fuel industry is using its financial might to stop fair policy.
"Every time the fossil fuel industry gets itself into trouble, or is asked to pay its fair share, it uses massive advertising campaigns to try to protect itself.
"The data clearly shows the fossil fuel industry increases advertising at key political moments such as federal budgets and elections. This ongoing manipulation of the public for political gain is unforgivable while the industry is ripping us off at the bowser and through the tax system."
"Our dependence on fossil fuels is behind the energy and cost of living crises and this advertising is designed to delay our inevitable and necessary move to renewables," Noble added.
"It's amusing to watch the gas export industry spend millions per week on advertising to avoid paying $350 million per week as a fair price for our gas. While the gas industry obviously knows how to twist arms in Parliament House, they clearly have no idea how to win hearts and minds on social media. I've never seen content with so few likes and shares getting flooded with critical comments. Now that Australians have seen the gas export industry for what it really is, I don't think there is any amount of money they can spend on advertising that will win back the public who can now see that the gas export industry spends more on PR than it pays in PRRT. " said Dr. Richard Denniss, Co-CEO at The Australia Institute
Why Podcasts? The Growing Power of Podcast Listeners
The findings paint a stark picture of the role mining and fossil fuel-linked organisations play in mainstream consumer advertising. Energy, fuel and mining companies are deliberately broadening their influence beyond traditional investors or industry stakeholders, targeting podcasts with audiences that include young adults, women, and suburban listeners. By placing ads on lifestyle-focused programs, where their products are largely irrelevant, the sector appears to be shifting the goal from direct sales to shaping public perception, reinforcing a carefully managed narrative and enhancing their broader reputational standing.
Podcasting has emerged as a mainstream advertising channel, now reaching more than half of Australians monthly, with ad spend across streaming and podcast platforms growing 24% year-on-year to $290 million in FY24, according to the Australian Internet Advertising Revenue Report. Listeners are highly engaged, often affluent, and increasingly coveted by advertisers - a combination that amplifies the commercial and reputational stakes for podcasters.
Around 30% of podcast ads are inserted programmatically, often without direct control from creators, raising questions about alignment between content, audience, and advertiser messaging. Campaigns have appeared on high-reach programs including lifestyle shows such as Mamamia Out Loud and Life Uncut, demonstrating the sector's focus on converting non-traditional audiences.
Globally, media organisations including The Guardian, Vox Media and the British Medical Journal have restricted fossil fuel advertising, reflecting increasing scrutiny of climate-related communications risk.
Noble continued: "Podcasting is now one of our most powerful mainstream media channels, reaching large audiences in highly trusted, intimate listening environments where podcasters carry significant influence."
"Australia once led the world in restricting tobacco advertising in the public interest. There is a growing argument that high-emission products, which carry clear health and environmental costs, warrant similar scrutiny."
In response, while podcasters hold limited control over the full range of advertising delivered into their shows, and listeners have little transparency over how ads are selected, Comms Declare has created the Clean Directory, a first-of-its-kind initiative to recognise and promote media owners, networks, and podcasters who choose to exclude fossil fuel advertising. A number of independent media outlets such as Cheek Media and Drilled have already pledged to reject fossil fuel advertising. The directory connects ethically-aligned advertisers with creators committed to values-based ad policies, highlighting both reputational and commercial benefits.
As podcast advertising continues to grow, questions around influence, transparency and commercial messaging are likely to become more prominent across media and policy debates. Comms Declare has created a toolkit to help podcasters navigate the issue.
