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Ethanol Hopes Major Media Buy Will Loosen Petroleum's Grip

Ethanol Hopes Major Media Buy Will Loosen Petroleum's Grip

Ethanol industry collaborates on TV, digital advertising purchase ahead of final RFS decision

"Oil rigged," a play on words not so quietly aimed at the oil industry, is the theme of latest TV and digital advertising campaign rolled out Tuesday by ethanol interests.

Intended to "expose the many ways the oil industry is rigging the system to protect their profits and block the transition to clean, American renewable fuels," the campaign will include at least two weeks of ads on cable stations nationwide, as well as extensive digital advertising on Politico's website.

Ethanol industry collaborates on TV, digital advertising purchase ahead of final RFS decision

Behind the campaign are ethanol groups and producers that make up the Fuels America Coalition. Tom Buis, leader of Fuels America group member Growth Energy, said it will focus on the benefits of the Renewable Fuel Standard, a policy that stipulates required levels of renewable fuel production.

Related: 6 Stories to Read Right Now: RFS, Ethanol and Biofuels

Since the EPA suggested lower required renewable fuel production volumes in the policy in November, groups have been securing plenty of attention for their position on the issue: stay the course, and reverse the proposed changes.

The RFS revision, announcing the final volume requirements, is expected later this spring.

"We all think that if [EPA] pursues the right course, they will change the rule," Buis said during a press call Tuesday.

Bob Dinneen, Renewable Fuels Association CEO, agreed. "I'm certainly hopeful that [EPA] will read the comments they received and they will adjust the rule to reflect what Congress intended with the RFS, and not allow the concerns of the oil companies … to dictate how they move forward with this program."

Related: Ag Industry Groups Meet with EPA Official to Discuss Future of RFS

Though the RFS is a focus of the campaign, it will also tout figures on biofuels' economic return. The groups say biofuels have saved the U.S. as much as $50 billion in a single year and support more than 400,000 jobs across the country.

In addition, the campaign provides "7 ways big oil rigs the system," pointing to the $885 million spent on Washington, D.C., lobbyists, tax breaks, and "slick advertisements attacking clean, American-made renewable fuel."

View campaign materials at, and see the television ad using the link below.

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