How to restrict manipulative ads: New report by Green House think tank

About the report

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In a recent paper, a think tank called Green House,  discusses the manipulative role of advertising and its consequences for our democracy, wellbeing and the planet. The report paints a broad picture of advertising in the UK and reviews the public health and ecological evidence to rein in advertising. 

The paper offers a set of proposals to help change the way advertising is regulated. Currently, we have a system whereby it is extremely difficult or even impossible to opt-out of advertising; and we are subsequently forced to agree to it. In the report, the authors suggest that it should be the other way round. The default option should be for people to opt-in to advertising.  But what does this actually look like? Well, this would mean that we would have the freedom to decide what we are exposed to instead of marketed ads perversely invading the spaces we occupy. In doing so it would, as the authors argue, give us freedom “to choose not to expose ourselves to certain forms of advertising”.

The report mainly asks ‘what moral justification is there to support a change in the way we regulate advertising.’ We are beginning to identify just how harmful advertising can be not only on ourselves but also on our planet. For example the increase in numbers of SUVs in the UK and around the world is estimated to be the second-largest contributor to the increase in global emissions since 2010. Our report found that SUVs still make up more than 40% of new cars sold in the UK. Despite the evidence proving them to be harmful to the environment companies continue to push sales onto consumers.

What are the impacts of advertising?

We have come very far from the days when advertising was merely about informing people about the products and services brands were selling. The paper’s authors see a shift from the 1920’s when advertising’s manipulative power took precedence over its informative value. 

Since then the advertising industry has had recourse to subliminal messages and other neuromarketing methods to increase their pervasive influence. We’ve been able to draw parallels between the history other harmful industries for example; the tobacco and SUV industry. The normalisation of smoking and a lack of transparency when it comes to the negative impacts of smoking on health had a detrimental effect on the public's health and wellbeing. Similarly to what we can see in car advertising is having a direct impact on the environment, air quality and posing a dangerous threat to our livelihoods.

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The Green House report explores the different levels advertising can affect our daily lives such as:

  • Reduction in personal privacy.

  • Reduction of space in the media for public engagement with politics and governance.

  • Increase in environmentally harmful consumerism.

  • Contributing to the growing prevalence of mental health problems in children and adolescents.

The UK has committed to a target of reaching net zero emissions by 2050. But of course this is very much dependent on a switch away from buying petrol and diesel engines to cleaner electrical vehicles and other modes of transport. If we are to protect people and the planet, we’re going to have to rethink how we manage advertising.

Protecting citizens and the planet

The impacts proven seem like valid reasons to justify restrictions on advertising. However, the report suggested that factors like; lack of research directly linking advertising with the impacts, economic benefits profited from sales and using GDP as a measure of economic growth might be some of the few barriers to change.

But the present challenges posed by our climate and ecological emergencies could inspire a shift in views around advertising. It is now clear that our consumption of high-carbon goods in wealthier countries is what drives the climate and biodiversity crises. We need to not only denormalise excessive consumption but also tackle its main drivers- one of which being advertising’s role in fuelling unsustainable levels of consumption.


If you’d like to help encourage cleaner and healthier transport and travel, why not sign our petition? The New Weather Institute and Possible are calling for an immediate end to advertising polluting SUV vehicles to prevent them fuelling the climate emergency.

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