Pro-data center industry group behind ad campaign in Oregon, Pa. and 5 other states
A pro-data center industry group, Data Center Coalition, launched an ad campaign across multiple states, including Oregon and Pennsylvania, to counter public critiques of data centers' energy and water consumption. This comes as local governments and legislatures are increasingly considering policies to slow data center growth, with Hillsboro, Oregon, recently enacting a 120-day moratorium on new data center approvals amid a lawsuit over tax breaks.
The Data Center Coalition, an industry group representing companies like Microsoft, Google, and Meta, has launched a multi-state advertising campaign through local affiliates such as Oregon Connects and Pennsylvania Connects. These ads aim to improve public perception of data centers by highlighting their economic contributions and commitment to clean energy, while countering criticisms regarding their high demand for water, energy, and land, as well as the tax breaks they receive.
This campaign unfolds as states like Oregon are actively debating policies to regulate data center growth. In March, the Oregon Legislature passed a one-year pause on a popular tax incentive program for data centers, a move spurred by reports showing these incentives disproportionately benefit tech giants with minimal job creation relative to the tax abatements. Governor Tina Kotek initially supported expanding these programs but reversed course after public scrutiny.
The industry's lobbying efforts have met with strong opposition. Environmental advocacy group 1000 Friends of Oregon, alongside local leaders and farmers, has filed a lawsuit against the Hillsboro city government over extensive tax break approvals for data centers. This local pushback culminated in the Hillsboro City Council unanimously enacting a 120-day moratorium on new data center and battery energy storage system approvals, a decision lauded by community leaders advocating for greater transparency.
Critics, including Juan Carlos Ordóñez of the Oregon Center for Public Policy and Sam Diaz of 1000 Friends of Oregon, argue that the industry's ad campaign misrepresents the true costs borne by communities. Josh Levi, president of the Data Center Coalition, maintains the campaign's purpose is to better explain the industry's role and its responsible practices, though the funding sources for the ads remain undisclosed.