For the first time in COP history, information integrity has formally been included on the UNFCCC Action Agenda. On 9th July 2025, the COP30 Presidency (Brazil) launched a Mutirão – a global Call to Action – to support the promotion of information integrity on climate change.
This is not just another consultation. It’s an urgent, collaborative stocktake to surface impactful initiatives that protect the public from climate falsehoods and promote information integrity – including those shaped or sustained by advertising.
Through this Mutirão for Information Integrity on Climate Change, the private sector, civil society organisations, academic institutions, governments, public entities, and international organisations are invited to join efforts and contribute to this global movement with concrete actions to promote climate information integrity.
The ask is clear: Submit your organisation’s concrete actions to foster climate information integrity.
The Call to Action for the Advertising Industry
Specifically, the Mutirão calls on the advertising industry to lead on:
- Transparency in placement and data
- Disclosure across the advertising supply chain
- Addressing financial incentives for climate disinformation and greenwashing
Submit your initiatives by August 31, 2025.
What is the Aim?
To gather and share practical tools, information, and resources that will support the promotion of information integrity on climate change.
Who Can Participate?
Private sector, civil society, academic institutions, governments, public institutions, and international organisations.
How Will the Contributions Be Used?
The contributions will be analysed by the Advisory Group and the Steering Committee and may be shared online and selected to be presented at COP30.
How Can I Submit?
Responses and materials must be prepared in English, Portuguese, Spanish, or French and submitted by August 31, 2025.
Examples of Concrete Actions to Spotlight in Your Submission
- Developing strategies, communications, and advertising campaigns, as well as wider efforts designed to raise public awareness and foster a global culture of information integrity on climate change, including through trusted voices and influencers.
- Fostering media sustainability, including its economic viability, to cover environmental and climate-change-related issues.
- Supporting the protection of environmental journalists, activists, communicators, and scientists.
- Promoting transparency of placement and data as well as disclosure in the advertising supply chain to help address financial incentives for climate disinformation and greenwashing, and foster climate information integrity.
- Fostering targeted media, information, and digital literacy related to climate change.
As CAN members and supporters, you’re leading the charge for advertising that delivers results without compromising rights, truth, or our environment. These developments are proof that when advertisers choose transparency, they’re choosing to grow markets, protect communities, and unlock trust.
We urge all CAN members and supporters to participate and share this call widely – particularly with partners in government, local authorities, and multilateral organisations. Let’s ensure advertising is part of the solution, not the problem.
Advertising can do better. It must do better. And thanks to you – it already is.
Watch out for more news on all things CAN related via LinkedIn. For any other questions or concerns, or if you would like to know more about joining, please feel free to contact us at hello@consciousadnetwork.org.
