{"publisher":{"name":"MediaBias News","url":"https://mediabias.news","methodology":"https://mediabias.news/methodology","editorialPrinciples":"https://mediabias.news/editorial-principles","corrections":"https://mediabias.news/corrections"},"scoreGuide":{"trust":"How well corroborated and evidenced the source reporting is. 0-100, higher is better.","critic":"Craft quality of the source journalism: context, balance, fact vs comment. 0-100, higher is better.","hype":"How far the source presentation runs ahead of substance. 0-100, LOWER IS BETTER.","scope":"Scores assess the original reporting this article was written from, not the truth of the underlying event and not the quality of this write-up."},"assessmentGuide":{"type":"coverage-and-source-reporting-analysis","factCheck":{"status":"not-performed","note":"Media Bias News compares coverage and scores the source reporting. It does not currently publish a ClaimReview verdict on whether the underlying event or claim is true."},"sourceFactuality":{"note":"Factuality values describe published ratings of the outlets that covered the story. They are not a factuality verdict on this story or its claims."}},"story":{"id":"https://mediabias.news/climate/oatly-carton-campaign-promotes-climate-action-message","slug":"oatly-carton-campaign-promotes-climate-action-message","url":"https://mediabias.news/climate/oatly-carton-campaign-promotes-climate-action-message","title":"Oatly carton campaign promotes climate action message","subtitle":"The oat milk producer's '89 Percent Project' aims to highlight public support for climate policy.","excerpt":"Oatly has launched a campaign on its milk cartons, called the '89 Percent Project', to communicate that a large majority of people want governments to take stronger action on climate change. The campaign is based on a study published in Nature Climate Change.","category":"Climate","area":null,"publishedAt":"2026-09-30T15:46:18.650Z","sourceReportedAt":"2026-09-30T14:27:00.000Z","updatedAt":"2026-09-30T15:46:18.650Z","readTime":"3 min read","scores":{"trust":60,"critic":60,"hype":20,"notes":{"trust":"The central claim is attributed to a named body, and the report cites a scientific journal and a poll.","critic":"The report quotes an affected party and names what is still unknown about the campaign's US rollout.","hype":"The language is measured and proportionate, with a headline that accurately reflects the article's content."}},"tags":["#ClimateAction","#Oatly","#CoveringClimateNow","#Sustainability","#Journalism"],"entities":["Oatly","Covering Climate Now","Nature Climate Change","Caroline Reid","Mark Hertsgaard"],"body":[{"type":"key_takeaways","items":["Oatly, the world's largest oat milk producer, has launched the '89 Percent Project' campaign on its cartons.","The campaign's messaging is based on a study in Nature Climate Change that found 89% of people want intensified political action on climate change.","The project is a collaboration with the journalism nonprofit Covering Climate Now.","The campaign has rolled out in Sweden and other European nations and is expected in the U.S. by January."]},{"type":"paragraph","text":"Oatly, the world's largest producer of oat milk, has initiated a campaign called the '89 Percent Project' using its product cartons. The campaign aims to convey that a significant majority of people desire increased government action on climate change. This initiative is a collaboration with Covering Climate Now, a global journalism nonprofit."},{"type":"paragraph","text":"The campaign's messaging is derived from a study published in Nature Climate Change. This study, which surveyed nearly 130,000 individuals across 125 countries, reported that 89% of people favour more substantial political action regarding climate change. Oatly's cartons feature text stating that most people want their governments to address climate change and that such action could yield political benefits."},{"type":"paragraph","text":"The '89 Percent Project' has been implemented in Sweden and other European countries. Oatly's senior sustainability director, Caroline Reid, stated that the company is expected to launch the campaign in the U.S. by January. Reid also noted that companies should take greater responsibility by reducing their environmental impact and using their platforms to drive positive change."},{"type":"heading","text":"Coverage comparison"},{"type":"paragraph","text":"Reports from the left-rated outlets and centre-rated outlets all stated that Oatly, the world's largest oat milk producer, has launched the '89 Percent Project' campaign on its cartons. They also agreed that the campaign is based on a study in Nature Climate Change which found 89% of people want intensified political action on climate change. The rollout in Sweden and other European nations, with a U.S. launch expected by January, was also consistently reported across these outlets."},{"type":"heading","text":"What the coverage left out"},{"type":"paragraph","text":"None of the right-rated digests mention the specific details of the Nature Climate Change study, such as the number of people surveyed or the countries included. The right-rated digest also does not mention the collaboration with Covering Climate Now or the specific timeline for the U.S. launch."}],"basedOn":[{"sourceName":"Niagara Gazette","url":"https://niagara-gazette.com/news/web_extra/worlds-largest-oat-milk-producer-has-joined-unusual-climate-journalism-campaign/article_e93fc490-a328-4afe-b30a-6d8b9c4982b4.html","headline":"World's largest oat milk producer has joined unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T14:27:00.000Z"},{"sourceName":"The National Herald","url":"https://thenationalherald.com/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign","headline":"The World's Largest Oat Milk Producer Has Joined an Unusual Climate Journalism Campaign","angle":"","publishedAt":"2026-09-30T13:55:05.000Z"},{"sourceName":"BizToc","url":"https://biztoc.com/x/0e53bb8df63adde1","headline":"The world's largest oat milk producer has joined an unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T13:27:44.000Z"},{"sourceName":"Winnipeg Free Press","url":"https://winnipegfreepress.com/arts-and-life/life/greenpage/2026/09/30/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign","headline":"The world's largest oat milk producer has joined an unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T13:03:30.000Z"},{"sourceName":"The Toronto Star","url":"https://thestar.com/news/world/the-world-s-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign/article_d3473a0d-42c8-5f6e-8b5e-ef80eb8f0a81.html","headline":"The world’s largest oat milk producer has joined an unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T13:03:30.000Z"},{"sourceName":"The Seattle Times","url":"https://seattletimes.com/business/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign","headline":"The world’s largest oat milk producer has joined an unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T13:03:15.000Z"},{"sourceName":"The Northern Virginia Daily","url":"https://nvdaily.com/associated_press_national/the-worlds-largest-oat-milk-producer-has-joined-an-unusual-climate-journalism-campaign/article_0fb3104d-2e09-5980-a171-4cca95df4f0e.html","headline":"The world's largest oat milk producer has joined an unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T13:02:27.000Z"},{"sourceName":"abc News","url":"https://abcnews.com/Business/wireStory/worlds-largest-oat-milk-producer-joined-unusual-climate-136886336","headline":"The world's largest oat milk producer has joined an unusual climate journalism campaign","angle":"","publishedAt":"2026-09-30T13:02:26.000Z"}],"analysis":{"distribution":{"percent":{"left":57,"centre":29,"right":14},"count":{"left":4,"centre":2,"right":1},"totalSources":8,"untracked":1,"rated":7,"observedAt":"2026-09-30T16:30:40.838198+00:00"},"lifecycle":{"state":"developing","lastCheckedAt":"2026-09-30T16:45:19.631Z","closedAt":null,"checks":4,"changes":0,"reopened":false},"framing":{"left":["The left-rated reports led with Oatly's launch of the '89 Percent Project' campaign on its cartons. 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