Steam is vented through exhaust stacks at Great River Energy Coal Creek Station coal fueled power plant in Underwood, North Dakota. (Daniel Acker/Bloomberg)

The National Wildlife Federation Action Fund and Earthjustice launched what was described as a “seven-figure TV ad buy” highlighting “the economic and health benefits associated with a transition to a greener economy, while also raising public awareness and support for EPA’s new clean air standards to limit industrial air pollution from power plants.”

The ads, which in Virginia will air in Norfolk, Richmond and Roanoke, come at a time when the Environmental Protection Agency has begun limiting greenhouse gas emissions from new power plants. The ad cites a U.S. Department of Labor study that said that transforming to a greener economy has already created more than 3 million jobs.

The move has hardly been seen as a jobs booster by the industry, which says it effectively bans construction of conventional coal-fired plants in the United States.