In 2007, Mark Hoofnagle suggested on his Science Blog Denialism that denialists across a range of topics such as climate change, evolution, & HIV/AIDS all employed the same rhetorical tactics to sow confusion. The five general tactics were conspiracy, selectivity (cherry-picking), fake experts, impossible expectations (also known as moving goalposts), and general fallacies of logic.
Two years later, Pascal Diethelm and Martin McKee published an article in the scientific journal European Journal of Public Health titled Denialism: what is it and how should scientists respond? They further fleshed out Hoofnagle’s five denialist tactics and argued that we should expose to public scrutiny the tactics of denial, identifying them for what they are. I took this advice to heart and began including the five denialist tactics in my own talks about climate misinformation.
In 2013, the Australian Youth Climate Coalition invited me to give a workshop about climate misinformation at their annual summit. As I prepared my presentation, I mused on whether the five denial techniques could be adapted into a sticky, easy-to-remember acronym. I vividly remember my first attempt: beginning with Fake Experts, Unrealistic Expectations, Cherry Picking… realizing I was going in a problematic direction for a workshop for young participants. I started over and settled on FLICC: Fake experts, Logical fallacies, Impossible expectations, Cherry picking, and Conspiracy theories.
When I led a 2015 collaboration between the University of Queensland and Skeptical Science to develop the free online course Denial101x: Making Sense of Climate Science Denial, we made FLICC the underlying framework of the entire course. An important component of our debunking of the most common myths about climate change was identifying the denial techniques in each myth. A common comment we received from students was how much they appreciated learning about FLICC.