po polsku
illustration: DALL-EThat`s not fringe talk. It`s mainstream. Poland ranks 11th globally for greenwashing mentions in major online news sources.
Critics allege that as many as 42% of ESG-related claims are misleading. They accuse firms of selective transparency - flaunting eco-friendly highlights while burying environmental shortcomings. It`s a trust issue. When nearly 90% of surveyed business representatives admit they lack proper ESG knowledge, opponents weaponize this to discredit entire reporting efforts.
As Sebastian Bykowski, IMM’s Vice President warns, disinformation undermines all companies - even those genuinely trying to improve. The chaos is fueled by social media algorithms and generative AI, which amplify controversy and allow fake content to spread at warp speed.
From compliance to confusion - ESG’s growing pains
Despite ESG being enshrined in EU’s Omnibus Directive - binding on firms with over 1,000 employees and €50M+ in revenue or €25M in assets - 45% of companies still don’t know if it applies to them. Meanwhile, media attention is exploding: from 14,600 ESG-related mentions in Q1 2024 to 23,100 in Q1 2025. That’s a 58% leap.
There were 70 ESG-themed events in the last quarter alone, 90% of them free. Yet this informational boom has not translated into widespread understanding. Instead, it created a perfect storm for disinformation to thrive.
The ESG and the ideological skirmish
ESG has become a political football. Both the far left and right now weaponize it for ideological gain. Add to that a media environment dominated by clickbait and vague headlines, and what you get is confusion instead of clarity - skepticism instead of progress.
According to the 19th edition of the "Global Risks Perception Survey", fake news is now considered among the leading threats to global stability. For ESG-driven firms, the consequences are real: lost trust, legal exposure, reputational crises, talent drain, falling brand value - and potentially, existential danger.
IMM’s report "Disinformation about ESG in the media. Facts and myths" was unveiled at the Grand ESG conference by Fundacja Grand Press on May 9, 2025. Download the full report here.
How the media talk (or stay silent) about climate
The report "Climate Change and News Audiences 2024", published earlier this year by Reuters Institute, shows that audience engagement with climate topics has remained almost unchanged for several years.
Climate misinformation remains a significant issue. Interestingly, misinformation sources vary widely, with politicians and celebrities among the most frequently indicated.
| Source of Misinformation | Percentage of Respondents |
|---|---|
| Politicians and political parties | 12% |
| Governments | 11% |
| Celebrities | 10% |
| Climate activists | 10% |
| Scientists | 8% |
| International institutions | 8% |
| Energy companies | 8% |
| Friends and family | 7% |
| Charitable organizations | 6% |
| Religious leaders | 6% |
The problem is not only the emergence of false content but also its dissemination by public figures and influential groups. The high number of mentions of politicians and celebrities as misinformation sources shows that major media players are not always responsible for misleading the public.
COMMERCIAL BREAK
New articles in section Media industry
How to silence fake news? Young Latinos support internet censorship
Krzysztof Fiedorek
In Brazil, a court shut down platform X, cutting off 40 million users. In Colombia, 70% of citizens want information control, and in Chile, 75% of young people support censoring fake news. Is information security replacing freedom of speech as a new trend? [STUDY]
Communication gap. Is anyone listening to Polish women?
Krzysztof Fiedorek
Brands claim they understand women. Media say they speak their language. Meanwhile the report "Polki 2025" shows that most messages still miss the mark. Women do not want empty slogans. They expect a dialogue that truly relates to them.
Most medical influencer posts on TikTok are FALSE
KFi
Researchers from East Carolina University Health Medical Center analysed 120 TikTok videos tagged with hashtags such as #naturalparenting, #antivaccine, and #holistichealth. The results of their study leave no doubt.
See articles on a similar topic:
Trust in Public Media in Europe. Report by European Broadcasting Union
Krzysztof Fiedorek
Public media in Europe play a significant role in fostering trust and supporting democracy. The EBU 2024 report examines leaders, major challenges, and the impact of media on society. Polish, Hungarian, and Greek media, with results far below the average, face a crucial question: can trust be rebuilt?
Hate speech is contagious and leads to harm [EXPERT OPINION]
Karolina Kropiwiec
‘If we are in an environment where certain groups of people are insulted, there is a high probability that we will start using such language ourselves; hate speech is contagious and its consequence is someone's harm,’ says Dr. Michał Bilewicz from the Centre for Research on Prejudice at the University of Warsaw.
Who Reads the Press? Studies on Credibility, Reach, and Effectiveness
Sylwia Markowska
Press for advertising clients is an effective medium for building brand trust, fame, and popularity. According to global studies, it is one of the media with the highest return on advertising. Data collected by Polskie Badania Czytelnictwa (Polish Readership Research) indicates that the press also has exceptionally high ad visibility rates, as reading requires full concentration on content.
Review of media from around the world. See what they are buzzing about [LINK]
AUTOPROMOCJA Reporterzy.info
What is the media buzzing about? A review of the headlines of the most important newspapers and websites. Events of the day, country, world, media market, economy, sport, foreign media, and even gossip and curiosities. In real time and 24 hours a day. We invite you!
