Overview

This report by Yale Environment 360 (January 2024) summarises findings from research by the Centre for Countering Digital Hate (CCDH), analysing how climate-related misinformation on YouTube has evolved between 2018 and 2023. Using artificial intelligence to examine transcripts from more than 12,000 videos produced by climate contrarians, the study identifies a shift away from outright climate change denial towards content that undermines climate solutions and scientific credibility.

Decline in direct climate change denial

The analysis finds a significant decrease in the proportion of YouTube videos that directly deny the existence of climate change. In 2018, nearly all videos examined denied that the planet was warming; by 2023, this fell to 14 per cent. Videos denying that humans are responsible for global warming also declined, though only slightly. This trend suggests that efforts to improve public understanding of climate science have reduced the visibility of outright denial narratives.

Rise in solution-focused dismissal

While traditional denial decreased, a new form of “solution denial” has emerged. Many recent videos question the practicality, affordability, or necessity of transitioning to renewable energy sources. Between 2018 and 2023, the share of videos claiming that climate solutions “will not work” or are too costly rose markedly. Content exaggerating the economic and social costs of moving away from fossil fuels increased from 9 per cent to 30 per cent of total analysed videos.

Erosion of trust in scientists and advocates

A growing portion of content seeks to erode public confidence in scientists and climate advocates. The share of videos asserting that “climate science or the movement is unreliable” rose from 23 per cent to 35 per cent. This narrative often frames experts and advocates as untrustworthy or driven by hidden agendas, undermining public faith in scientific consensus. According to Imran Ahmed, Chief Executive of the CCDH, this reflects a strategic shift by climate sceptics from challenging the facts of climate change to sowing doubt about solutions and expertise.

Platform policies and advertising practices

The report notes that Google, YouTube’s parent company, has a policy against monetising videos that deny human-caused climate change. Creators producing such content are not eligible to earn advertising revenue. However, the research highlights inconsistencies in policy enforcement. Advertising from companies such as Hilton and non-profit organisations like Save the Children still appears alongside videos that downplay climate impacts or question renewable energy policies.

Impact on public discourse

The shift from denying climate change to dismissing solutions may have broader implications for public engagement and policymaking. While fewer creators reject climate science outright, many continue to influence audiences by promoting scepticism about decarbonisation strategies, renewable energy feasibility, and policy costs. This form of narrative may weaken public support for mitigation initiatives, even among those who accept the scientific reality of global warming.

Call to action

The CCDH urges Google to strengthen its enforcement of advertising policies by removing monetisation from all videos that contradict established scientific consensus on the causes, impacts, and solutions to climate change. The organisation also recommends clearer transparency and accountability standards for content distribution, ensuring that misinformation about climate solutions is not financially incentivised or algorithmically amplified.

Conclusion

The report concludes that climate misinformation on YouTube has evolved rather than disappeared. Denial of climate science is declining, but narratives that cast doubt on climate solutions and the credibility of science itself are rising. This evolution poses a new challenge for communication strategies, policy development, and digital platform governance aimed at countering misinformation and supporting evidence-based climate action.