Desmog

Investigative Journalismdesmog.uk

DeSmog is an independent, donation-funded investigative journalism outlet that researches and reports on climate disinformation, fossil fuel industry influence, and environmental accountability for a global audience of readers, journalists, researchers, and policymakers.

Company typePrivate
Founded2006
HeadquartersLondon, United Kingdom
Headcount11–50
GTM typeB2C
OfferingServices

What Desmog does

DeSmog is an independent investigative journalism organization founded in 2006 and headquartered in London, United Kingdom. It operates a newsroom focused on climate disinformation, fossil fuel industry influence, and environmental accountability, with editorial coverage spanning the United States, the United Kingdom and Europe, and Canada. DeSmog produces investigative articles, multimedia features, editorial series (including Tech vs. Climate, Inside MAGA's Global Climate Agenda, and dedicated COP30 coverage), and interactive maps aimed at a readership of climate-concerned general audiences, journalists, researchers, and policymakers.

DeSmog's core products are five specialized, publicly accessible databases that track actors in the climate influence ecosystem: the Climate Disinformation Database, the Koch Network Database, the Agribusiness Database, the Advertising & PR Database, and the Air Pollution Lobbying Database. These databases function as persistent reference tools derived from the outlet's investigative reporting, converting one-off journalism into reusable research assets. The outlet is donation-funded, does not operate a paid subscription or paywall, and distributes content via free newsletters, social media, and its website. It is privately held with no disclosed investor backing or funding rounds.

Desmog firmographics

Firmographics

Name: Desmog
Legal name: DeSmog
Website: https://desmog.uk
Company type: Private
Founded year: 2006
Operating status: Operating
Headcount range: 11–50 employees
Short description: DeSmog is an independent, donation-funded investigative journalism outlet that researches and reports on climate disinformation, fossil fuel industry influence, and environmental accountability for a global audience of readers, journalists, researchers, and policymakers.
Ownership category
akta.pro rank

Desmog industry classification

Industry

Product category: Investigative Journalism
NAICS: Information (51), Environment, Conservation and Wildlife Organizations (813312)
akta.pro primary industry: ESG/Sustainability Reporting & Disclosure Platforms (EUABAEAB)
akta.pro secondary industry: Sustainability & ESG Consulting (BPAHACAK)

Keywords

Investigative journalism
Climate disinformation research
Environmental news coverage
Public interest media
Climate change reporting

Where Desmog is headquartered

Location

Headquarters

HQ city: London
HQ country: United Kingdom
HQ region: Europe

Markets served

Desmog business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

Donations: DeSmog accepts donations from readers and supporters to fund investigative journalism. The website prominently features a 'Donate' button and donation page.
Newsletter Subscriptions: Weekly intelligence newsletter providing climate accountability news. Users can subscribe to receive updates from All, US/Global team, or UK/Europe team.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Desmog product offering

Product offering

Core offering

DeSmog is an investigative journalism organization that researches, reports on, and exposes climate change disinformation, with a particular focus on fossil fuel industry influence networks. It publishes original articles and investigative reports, maintains searchable databases tracking climate disinformation actors and campaigns, and produces multimedia content (podcasts and videos) for a general readership. The organization is funded primarily through reader donations and newsletter subscriptions.

Product overview

DeSmog is a unified climate news and investigative journalism platform that publishes articles, opinion pieces, and analysis across topics including energy, science denial, advertising, PR, social justice, agriculture, politics, and finance. The platform operates a portfolio of specialized databases (Climate Disinformation, Agribusiness, Advertising & PR, Koch Network, and Air Pollution Lobbying) that serve as research tools for tracking entities involved in climate-related disinformation and influence campaigns. DeSmog also produces editorial series (such as Tech vs. Climate and Inside MAGA's Global Climate Agenda), multimedia content (photos, videos, cartoons), and interactive maps that visualize climate and political networks.

Differentiator

Problem solved

Functional benefit

Products and services

Climate Disinformation Database Searchable online database that catalogues individuals, organizations, funding flows, and campaigns involved in climate change disinformation, used by researchers, journalists, and the public to trace fossil fuel industry influence networks.
DeSmog Newsletter Email newsletter providing subscribers with original investigative reporting, climate disinformation analysis, and curated coverage of fossil fuel industry influence, distributed via email on a recurring basis.
Investigative Journalism Reports and Articles Original long-form and short-form investigative articles exposing climate disinformation and fossil fuel industry influence on climate policy, published on the DeSmog website and freely accessible to readers.
DeSmog Multimedia Content Podcasts and video content produced by DeSmog's editorial team to extend its investigative reporting on climate disinformation to audio and video audiences.

Quantifiable outcome

Awarded the Association of British Science Writers' award for 'detailed and determined scoop'

Companies that use Desmog

Customer profile

Segments2 records

Ideal customer profiles2 records

Desmog technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature5 records

Desmog partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Desmog competitors and assessment

Company assessment

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Desmog financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Desmog leadership team

Management profile

Number of profiles

Desmog funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Desmog M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Desmog

What does Desmog do?

Is Desmog a public or private company?

Desmog is a private company. It is classified as nonprofit foundation owned and is currently operating.

When was Desmog founded?

Desmog was founded in 2006. It employs 11 to 50 people.

Where is Desmog based?

Desmog is headquartered in London, United Kingdom, in the Europe region.

How does Desmog make money?

Two revenue lines are on record. Donations are the primary driver. The others are newsletter Subscriptions.

Does Desmog have an API?

No public API is recorded for Desmog.

What industry is Desmog in?

Desmog's product category is Investigative Journalism. Its primary akta.pro industry code is EUABAEAB, ESG/Sustainability Reporting & Disclosure Platforms, with a secondary code of BPAHACAK, Sustainability & ESG Consulting. Its NAICS code is 51.