Advertising is increasingly recognized as having both direct and indirect negative impacts on the environment and climate change, although these effects are often overlooked in public discourse. While advertising alone is not solely responsible for these negative consequences, it does play a significant role in promoting and perpetuating consumerism and resource intensive industries.

There are different effects and implications advertising strategies can have, positive and negative, when shaping consumer behavior and thus, environmental impacts. Some efforts have been initiated in the marketing industry to foster more sustainable and responsible advertising practices, which include the use of eco-friendly materials, the adoption of energy efficient digital advertising methods, and the establishment of ethical advertising standards. Nevertheless, addressing the environmental and climate impacts of advertising remains an ongoing challenge. 

This research concentrates on exploring how advertising influences climate change. This thesis involves an extensive systematic literature analysis to synthesize existing knowledge regarding the adverse effects of advertising on climate change, and what types and categories of advertising are most influential. The research focuses on aspects such as how advertising fosters a culture of consumerism, encouraging increased consumption of products and services, contributing to higher resource extraction, production, and transportation, all of which are key drivers of environmental degradation and climate change.

The research also aims to contribute to the development of more responsible advertising practices and policies that align with environmental sustainability goals. Our ultimate goal is to foster a shift in the advertising industry towards approaches that not only reduce its negative impact on the environment but also actively promote sustainable consumer behaviors and lifestyles.