As of today, Dagens ETC will be shutting its doors to adverts promoting fossil fuel-based goods and services. This is crucial for our credibility, and other media outlets should be coming to the same conclusion.
Last summer, I gave a lecture in Katrineholm, a small town in the middle of Sweden where our mother company runs a solar panel park that generates enough electricity to power 7 000 households. My lecture was about the media, specifically about how all media outlets, including my own, have failed spectacularly at covering the climate crisis.
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