Pinterest has announced it is the first major digital platform to clearly define guidelines against climate change misinformation across content and advertisements.
The social media company has partnered with the Conscious Advertising Network in developing the policy, which has described the guidelines as “comprehensive” and “robust”.
As ads on Pinterest must comply with its community guidelines, the announcement means that any ads containing conspiracy theories, misinformation, or disinformation about climate change will be strictly prohibited.
The move comes amid a greater trend in digital companies cracking down on misinformation on their platforms.
Pinterest first unveiled misinformation guidelines in 2017 to help counter public health misinformation.
The expanded policy will “prohibit any organic or advertising content that may harm the public’s well-being, safety or trust”, including:
- Content that denies the existence or impacts of climate change, the human influence on climate change, or that climate change is backed by scientific consensus.
- False or misleading content about climate change solutions that contradict well-established scientific consensus.
- Content that misrepresents scientific data, including by omission or cherry-picking, in order to erode trust in climate science and experts.
- Harmful false or misleading content about public safety emergencies including natural disasters and extreme weather events.
Pinterest noted a greater recent demand in searches for greener living – searches for “zero waste tips”, “recycling clothes ideas”, and “recycled home décor” were 6x, 4x, and 2x greater, respectively compared to the prior year.
In response, Pinterest is seeking to promote creators from around the globe that will “fuel inspiration around living a greener life” through the launch of a Creator Originals content series.
Creators’ Idea Pins will encourage users to thrift and minimise food waste, among other related topics.
The announcement comes as part of a partnership with the Climate Disinformation Coalition and the Conscious Advertising Network.
Conscious Advertising Network co-chair Jake Dubbins stated: “It is unequivocal that climate misinformation combined with advertising tools delays meaningful climate action.
“The Conscious Advertising Network is delighted to partner with Pinterest who is taking a genuine leadership position by publishing this robust, well-considered and comprehensive climate misinformation policy.”
In a separate statement Dubbins added: “We would like to see all the major technology platforms publish or update their own policies to deal with the existential threat and imminent harm presented by climate misinformation.”
