Today, April 6, Pinterest is rolling out a new policy to eradicate climate change misinformation across both user generated content and ads.
The new policy removes 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. It will also ban content that contradicts well-established scientific consensus, misrepresents scientific data, or misleads users about public safety emergencies like natural disasters and extreme weather events.
The platform has also updated its advertising guidelines to prohibit ads containing conspiracy theories, misinformation, and disinformation related to climate change. This is especially important since “it is unequivocal that climate misinformation combined with advertising tools delays meaningful climate action,” said Jake Dubbins, the Co-Chair of Conscious Advertising Network which, along with the Climate Disinformation Coalition, is partnering with Pinterest on the move.
Pinterest is also recruiting Pinterest Creators from around the globe to “fuel inspiration around living a greener life” through original content including thrifting tips, clothes upcycling, and minimizing food waste. The platform will be rolling out its own daily editorial content around sustainable living in the lead up to Earth Day on April 22.
Pinterest reports that searches for climate-friendly tips are on the rise. As of February 2022, searches for “zero waste tips” had increased by six times, “recycling clothes ideas” by four times, “recycled home decor” by more than 95 percent, and “zero waste lifestyle” by more than 64 percent compared to February 2021.
This policy change makes Pinterest the first major digital platform to have clearly defined guidelines against climate misinformation across both user content and advertising. Pinterest has previously banned health misinformation, weight loss ads, and political ads.
