Ten businesses have been shortlisted to win airtime and advertise on TV for the first time as part of the broadcaster’s strategy to support sustainable business practices.

The Media Leader parent has gained the certification as part of its efforts to use business as a force for good.

Films are one of the world’s most popular cultural forces and brands can harness cinema’s uniquely engrossing, immersive environment to shine a light on the importance of sustainability.

The Guardian claims it is the first media owner in the world to achieve this.

The media owner has invested in four projects using a proportion of its 2024 revenue increase.

One year on from our book, we now have more case studies that show being sustainable increases competitiveness, future-proofs business, engage new customers and attracts the best talent.

Ocean Outdoor, which runs the sites, will also turn off 19 screens across the two London Westfield shopping centres.

The guide offers recommendations on sustainability, inclusion, digital governance, AI and brand safety. Isba is also developing a measurement tool to allow brands to benchmark their responsible media buying strategies.

Publishers, adtech platforms, curators and agencies can access the platform to develop, buy and sell AI agents tailored for specific brands’ digital brand safety and sustainability needs.

IM Clear seeks to provide a comprehensive and measurable approach to responsible advertising on Immediate brands by optimising media performance while also maximising ESG scores.