An Oireachtas committee has heard that Irish media promote polluting industries without any health warnings to audiences.
The Joint Committee on Environment and Climate Action was also told that fossil fuel pollution kills more people globally than smoking does.
The committee is exploring the impact and regulation of advertising that promotes fossil fuel.
Ola Nordrum of Irish Doctors for the Environment cited research conducted by colleagues in Australia on the health costs of climate change.
"Irish media regularly promote advertising for the most polluting industries without any health warnings," Dr Nordrum said.
The climate crisis is "an everything crisis" and must be given media coverage as "an everyday topic - not a once in a while topic," he added.
Fianna Fáil Senator Timmy Dooley suggested that RTÉ is approaching the challenge in the right way, telling the story of climate change in a way that can bring the audience along with it.
He cautioned against the perception that the broadcaster and Government are working together to promote an agenda.
To adopt the "fundamentalist" approach advocated by Ola Nordrum would risk losing the audience, he suggested, but emphasised that this was not a "derogatory" remark.
The challenge is to bring people "on this journey", Senator Dooley said, noting that a big shift has already taken place.
Dr Nordrum responded that he is simply reporting the scientific and medical facts.
'A huge challenge'
Deirdre McCarthy, Managing Director of RTÉ News and Current Affairs, revealed that the division tracks its climate change coverage.
The most recent research indicates "a huge challenge" in the audience, with "a huge amount of ambivalence" and a "huge amount of resistance" to the topic, with people unsure as to whose responsibility tackling the crisis is.
"There's a big question around trust" with younger audiences, who ask why they should trust a "mainstream media" organisation, she added.
Gavin Deans, RTÉ Director of Commercial, said that many motor and airline advertisers have abandoned RTÉ for online publications.
In 2019, motor advertising accounted for 10% of revenue, but that figure has since dropped to 6% - a fall of 40%.
Half of all motor advertising is now related to electric or hybrid models, he added.
Airline advertising has dropped by 65%, he said.
Mr Deans said that a lot of that advertising has gone to other online providers, adding that RTÉ operates to "a higher standard" because that "is the right thing to do".
RTÉ is also "making sure we're not greenwashing", he said, but noted that it is hard to prove.
'Brave' step needed
Lisa McNamee of Irish Doctors for the Environment said that the ban on smoking advertising in Ireland "went farther than most countries at a time when it was politically distasteful to do so".
She urged that the same "brave" step be taken now "around health warnings" on fossil fuel advertising.
RTÉ is "mindful of the need to do more" and aims to be a positive influence on this subject within its industry, across the public sector and society as a whole, Deirdre McCarthy told the committee.
Climate change is one of the division's "key editorial priorities" and is embedded across all desks and beats, she added.
With "so many access points" for audiences, "the vast amount of information can be overwhelming", Ms McCarthy said, and RTÉ wants its audience to have confidence that it has no agenda - while ensuring that the issue is made relevant to them.
Committee Chair Green Party TD Brian Leddin said that the single reference to fossil fuel advertising in Ms McCarthy's opening statement made for "uncomfortable reading".
While he acknowledged the "fantastic" work that has been done in programming at the national broadcaster, he emphasised that fossil fuel advertising "is the primary focus of this meeting".
