Subvertising

[6] According to Adbusters, a Canadian magazine and a proponent of counter-culture and subvertising, "A well-produced 'subvert' mimics the look and feel of the targeted ad, promoting the classic 'double-take' as viewers suddenly realize they have been duped.

[13] Using billboard hacking and other forms of subvertising, they promote the idea that advertising creates unhealthy body images, impacts democracy negatively, and sustains a culture of consumerism that takes a heavy toll on the planet.

[12] In 2022, billboards in London, Bristol, Manchester, Sheffield, Brighton, and 11 other European cities, were hijacked to highlight the role of airline emissions in the Climate crisis.

They highlighted the large carbon footprint of flying, that the majority of flights are taken by a tiny fraction of the total population, and that airlines have missed all but one of the industry’s self-imposed sustainability targets.

[14] In January 2025, German police began investigating the distribution of political fliers from the far‑right Alternative für Deutschland party that closely resembled airline tickets and targeted "illegal immigrants".