A year ago New Mexico's airwaves were filled with an ad implying oil and gas drilling had ruined fishing on the San Juan River. The topic occasionally comes up. I explain the ad featured a father and daughter who'd gone fishing. The daughter tells her father she is big enough to fish the San Juan River. He explains that they may not be able to because runoff from drilling activities may have ruined the fishing. With this brief explanation, people nod knowingly and say, "I remember that." Perhaps you do too.

Most commercials don't stick in your head a year later. Perhaps "Where's the beef?" and a handful of other high-dollar ads. This ad, sponsored by the New Mexico Wildlife Federation, was pricey. The $10,000 buy was made by a New York agency. Who knows how much was involved in production, but it was surely out-of-range for a local nonprofit organization. Out-of-state funds must have been involved.

The ad gave the impression that the fishing was ruined — which it was not — and cost state agencies money and manpower investigating reports about oil and gas runoff, only to find that it was natural debris washed into the river following an unusually strong storm. As a result, the ad's probable instigator was removed from the Game Commission.

The "ruined fishing" assertion cost the lodges and guides who earn their living on the river to lose an estimated $100,000 in business. The Guide Association has since embarked on a campaign to boost the reputation of the world-class fishing area. Bubba Smith, of the San Juan Foundation, praises the oil and gas industry for their support in enhancing the trout habitat in the quality waters. Larry Johnson, owner of Soaring Eagle Lodge, would like to see justice done to the person who created the entire false issue that hurt business. As a result of the effort, he's received calls from people all over the world asking if the fishing is still good.

The wholly untrue ad a year ago seems like a distant memory to the New Mexico listening audience. But those behind it are still at it.

Despite the fact that the "runoff" concern was dismissed, the spring issue of NMWF's newsletter denigrates the oil and gas industry. The cover story states, "Erosion and sediment have affected drinking water quality and trout streams." This echoes a claim made by a rancher in the area, yet when the BLM asked for proof, their letters went unanswered. 

Later (page 8), a photo caption addresses "Sediment from Rex Smith Wash has been pouring into the San Juan River… from… oil and gas development." Yet during a meeting of the San Juan River Working Group — of which I am a member — the person quoted in the caption was present when all agreed that sediment increase was do the state's effort to protect a parking lot. Oil and gas development was never brought up. On that same page, the article states "We could see little erosion control effort and surmised oil and gas development must be playing a role in the increased problem."

Instead of development, the river's flow seems to be the culprit. The flow has been changed by ESA mandate to protect the pike minnow and razorback sucker habitat. But the NMWF does not admit that protecting one fish is hurting another. Instead they choose to blame a different natural resource: the oil and gas industry that is actually underwriting hundreds of thousands of dollars of river improvement.

Toward the end of the newsletter, the NMWF does say something that is accurate: "We don't have to sacrifice our water, fish and wildlife and threaten public health to get more oil and gas." The oil and gas industry — just like all industry — has grown up a lot. They want responsible energy development. IPANM holds an annual photo contest. The winners show wildlife in the oil fields: deer, antelope, and bunnies frolicking around the pump jacks, birds nesting in equipment, and snakes coiled in the nooks and crannies. It is generally more cost-effective to use horizontal drilling which allows multiple wells from one pad and reduces the footprint. But you won't find any of that in the NMWF's current attack on New Mexico's energy industry. Just like their radio ad last year, they do not let the truth stand in the way of a good story.

In these challenging economic times, New Mexico cannot afford to drive oil and gas away with false stories. We need truth and we need energy.

Marita Noon is the executive director of the Citizens' Alliance for Responsible Energy (CARE), an Albuquerque based nonprofit organization advocating for citizens' right to abundant, affordable and available energy. She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it  or www.responsiblenergy.org.