Totem Pole and Fossil Fuel Advertising
- Pádraig McEvoy
- Apr 19
- 5 min read
Updated: Apr 20
Published on Substack, Saturday, 19 April 2025
Ireland must take decisive action to elevate its climate commitments, and one critical finding stands out: the widespread promotion of fossil fuels through mainstream media is not in line with the national climate objective.
Oireachtas Report
In November 2024, the Joint Oireachtas Committee on Environment & Climate Action published a report [link] on the role of media and communications, particularly the impact and regulation of advertising that promotes fossil fuels.
The report urges RTÉ, our national broadcaster, to immediately phase out advertisements for fossil fuels, including car ads, to align its messaging with our environmental values. Furthermore, Coimisiún na Meán, the media regulator, must enforce stricter regulations or even bans on fossil fuel advertising. Proposed changes include mandatory warning labels during climate-related programming, similar to the disclaimers on cigarette packages, to highlight the human and environmental costs of relying on fossil fuels.
The report also calls for establishing a dedicated climate news agency to improve coverage of environmental issues and insists on state support for climate journalism. These changes are not about censorship; they prioritise facts, science, and meaningful engagement in the climate crisis. Greenwashing must be scrutinised rigorously, as misleading environmental claims in advertisements can deceive the public and obstruct urgent action.
The battle against fossil fuel promotion is as much a public health issue as an environmental concern. It protects vulnerable populations from the dangers of dirty energy, such as air pollution and climate disasters. These measures are not just bold; they are essential. The time for policymakers and media leaders to take a stand is now. Ending fossil fuel advertising is crucial to aligning our media with the urgent need for a sustainable future.
Displaying Fossil Fuel Prices on Polluter-Branded Totem Poles
In addition to the work of the Joint Oireachtas Committee, it is worth highlighting how a regulation updated by the Minister in 1997, who would subsequently spearhead Ireland's first Climate Action Act, has unintentionally promoted fossil fuel brands at nearly every fuel sales station in Ireland.
Fuel station ‘totem pole’ law criticised as anti-climate action and ‘reinforcing car brain’ - Caroline O’Doherty, Irish Independent
Pass through any Irish town and you’ll likely be greeted by towering petrol station signs — bold, bright, and impossible to miss. These so-called "totem poles" are the legacy of a 1986 law that requires fuel prices to be displayed prominently and visibly. It made perfect sense at the time: price transparency was key to fostering healthy competition and protecting consumers. But nearly four decades later, it’s worth asking — is this law still serving the public good, or has it become a relic undermining our climate ambitions?
I believe that it’s time for a rethink. The towering signs, once symbols of consumer empowerment, now contribute to a culture built around the car that clashes with our urgent need to reduce emissions and reimagine how we move through our towns and cities. Not only do the signs dominate our visual landscape, but they also reinforce the idea that driving — and cheap fuel — remain central to modern life.
It’s not just about aesthetics. At a time when Ireland is striving to cut emissions and invest in greener transport systems, the prominence of these signs sends a contradictory message. Why do we allow giant advertisements for fossil fuels while trying to encourage cycling, walking, and public transport? Other European countries manage just fine without them dominating their streets. Why can’t we?
Can the signage be modified? What about including electric vehicle charging prices? Or public transport information? Why not give commuters a visible choice between filling up the tank or catching the next bus?
While some may argue that signs are still helpful, especially in rural areas with limited public transport options, this does not mean we cannot adapt the law to reflect changing times.
Climate action isn’t just about big infrastructure projects or sweeping regulations — it’s also about the symbols and signals we put into the world. Right now, our totem poles are shouting the wrong message.
As we look toward a more sustainable future, we need our laws—even the ones that seem minor—to align with our values. That means making space for cleaner choices, both literally and figuratively. It’s time to look closer at our signage and ask: Are we guiding people forward or anchoring them to the past?
Do we need additional fossil fuel stations to get more charging points?
The recent withdrawal of An Taisce's appeal against a €17 million service station development in Kildare raises concerns about the pressures independent environmental watchdogs face in Ireland's planning process.
In its appeal against the service station, An Taisce argued that the development would encourage a more car-reliant society, adding that the “incorporation of electric vehicle charging points does not resolve the unsustainability of the proposal”. - Aisling Bolton-Dowling, Irish Independent
An Taisce is vital in assessing developments for environmental and heritage impacts, ensuring compliance with sustainability goals. However, local councillors' criticism and pressure to withdraw legitimate appeals threaten this oversight function.
While councillors advocate for community benefits, pressuring independent bodies undermines the integrity of the planning process and may allow environmentally unsuitable developments to proceed unchecked.
The Local Government Act 2014 clarified the separation of roles within local authorities. Section 140 (10)(e) exemplifies the distinction between the Members’ role in initiating and adopting policy and the Executive’s operational role in executing functions [link]. The precedent of suspending standing orders to discuss a decision of the planning authority preempts due process. In this instance, the debate seems to overlook the obligations of s.15(1) of the Climate Action and Low Carbon Development Act 2015 (as amended) [link].
The balance between development and environmental protection is crucial. Independent bodies like An Taisce are essential for maintaining this balance and ensuring public trust in the planning system.
All stakeholders must respect their roles and engage in constructive dialogue. They must prioritise transparency and adherence to environmental standards while balancing community advocacy with the need for independent oversight.
A call to ban adverts of fossil fuels
As Ireland faces the climate crisis, the urgency to ban fossil fuel advertising grows. Dr. Johnny Collins and Dr. Ola Løkken Nordrum from Irish Doctors for the Environment highlight the severe health impacts of fossil fuel promotion, contributing to 1,300 to 1,700 premature deaths annually due to air pollution. Fossil fuel ads normalise behaviours that increase greenhouse gas emissions, undermining public health and our commitment to reducing emissions.
Studies have shown that Irish people are willing to change their behaviour to reduce emissions… - Dr Johnny Collins & Dr Ola Løkken Nordrum, The Journal
By allowing these ads, we endorse lifestyles that contradict our environmental goals. Cities like The Hague and Edinburgh have banned such advertising, and Ireland should follow their lead. Eliminating these ads sends a strong message about our priorities and commitment to sustainability. Instead, we should promote renewable energy and sustainable practices through public awareness campaigns.
With acknowledgements to:
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