Ad Net Zero updates sustainability framework for emissions calculations
Ad Net Zero has announced updates to its Global Media Sustainability Framework (GMSF), which establishes new voluntary standards in greenhouse gas (GHG) emissions calculation and supply chain reporting across six media channels. The updates aim to provide advertisers and partners with a clear roadmap to sustainable practices.
Developed by IAB Europe’s Methodology and Framework Working Group, v1.2 of the GMSF now includes digital data guidance covering formulae, data levels and default values, meaning the digital formulae for calculating media GHG emissions estimations is now fully operational. The measurement formulae for audio, print and cinema has also been fully developed.
The goal is to create a standardised, consistent and industry-wide approach to estimating GHG emissions and ensure that all advertisers, agencies and media owners have the same access to sustainable reporting and can work towards reducing the carbon footprint of their media plans.
This directly supports action three of the Ad Net Zero action plan to reduce emissions from media planning and buying.
Advertisers that adopt the framework will be able to align their carbon calculator with the GMSF or ask their partners estimating GHG emissions to use the GMSF. This would aid the use of comparable data on emissions across all media plans.
It also enables advertisers to offer more reliable and transparent emissions insights for publicly reported GHG inventories and other regulatory requirements, such as supply chain emissions.
Agencies can align their carbon calculators with the GMSF to better meet their clients’ needs and also highlight GHG emissions alongside other media metrics.
Media owners adopting the framework will have the ability to supply emissions data to advertisers and partners in more detail.
The GMSF is consistent with the Greenhouse Gas Protocol (GHGP) and other international standards, ensuring any emissions data measured using the GMSF is compliant with regulatory requirements based on the GHGP.
Dr Bill Wescott, chair of Ad Net Zero’s climate science expert group, said: “Having a framework that is transparent and consistent with existing climate standards is critical for advertisers who need to have reliable estimates of their advertising emissions, which surprisingly can be one of their top emitting activities.
“Advertisers need to have the same quality of data for advertising emissions as the rest of their GHG inventories, which are increasingly part of regulatory and contractual compliance.”
The updated framework was developed with the support of the Responsible Marketing Advisory and guided by the climate science expert group.
Ad Net Zero will be providing briefings on the new framework to all supporter organisations and which will also be available on its resources page.
Additionally, the body will produce training materials specific to advertisers, agencies and media owners to help educate and encourage adoption of the framework.
The operational versions for the remaining channels, as well as the methodology for allocating corporate overhead emissions and estimating uncertainty of these estimations, will be released by the end of 2025 so that the GMSF can be practically implemented for all six channels.
Ad Net Zero is a global sustainability programme that helps the advertising industry decarbonise ad operations and promote more sustainable products and services.