Meet the groups spending the most on social media ads attacking the carbon tax
The upcoming federal election is shaping up to be a battleground over Canada’s carbon pricing policy, with Conservative Leader Pierre Poilievre leading the charge to end the carbon tax. However, he is not alone in his campaign against the policy, as other groups are also joining the fight to axe the tax.
One such group is Energy United, a social media campaign that bills itself as a grassroots movement in support of Canada’s oil and gas industry. Despite its claims of being grassroots, Energy United has strong ties to the Canadian Association of Petroleum Producers (CAPP), the largest fossil fuel industry advocacy group in the country. The campaign has spent a significant amount of money on social media ads denouncing federal carbon pricing, making it one of the top spenders on such ads in the past year.
The Maple Leaf Institute, a federally-registered non-profit, is behind the Energy United campaign. The institute’s directors, including Tim Harold McMillan and Cole David Schulz, have close ties to CAPP and the Saskatchewan Party. McMillan, the former president and CEO of CAPP, was also a minister in the Saskatchewan government. Schulz, who worked as the vice president of communications at CAPP, has been involved in various political campaigns in Saskatchewan.
Jarret Coels, the campaign director for Energy United, was previously employed by CAPP and has connections to the Saskatchewan government. Coels also appears to be the owner of a website called A Better YXE, which has run ads related to Saskatoon municipal politics.
Several other groups with unclear ownership have also been active in promoting anti-carbon tax messaging on social media. Affordability Advocates, Fair Share Report, and Debunk Inc. are among the top spenders on ads denouncing the carbon tax. These groups post content that opposes environmental regulations and advocates for the oil and gas industry.
The strategy of using social media to mobilize support against the carbon tax is not new. Over a decade ago, Canada’s oil and gas industry received advice from the American Petroleum Institute to engage everyday Canadians in addition to traditional lobbying efforts. This approach has proven to be effective, with simplistic messaging in the form of memes and talking points gaining traction online.
Despite the effectiveness of these campaigns, it is difficult to measure their impact on public opinion. However, a recent poll found that nearly half of Canadians believe the carbon tax is responsible for price increases on various products. The use of social media, particularly Facebook, has been instrumental in disseminating anti-carbon tax messaging and building support for the oil and gas industry.
In conclusion, the fight against the carbon tax is heating up as the federal election approaches. Groups like Energy United and other grassroots campaigns are using social media to push back against the policy, with ties to the oil and gas industry and conservative political parties. The outcome of this battle will have far-reaching implications for Canada’s environmental policies and the future of the oil and gas industry.
