Ad Net Zero (ANZ) has released the first iteration of its Global Media Sustainability Framework, a set of voluntary industry standards aimed at measuring greenhouse gas emissions from various media channels.

The framework, which is backed by some of the world's largest advertisers (L'Oreal, Diageo, Mastercard, Reckitt, Unilever, Sanofi) the six largest advertising holding companies (GroupM, dentsu, Havas, IPG, Omnicom, Publicis Groupe), major media owners, tech companies (including Meta and Google) and trade bodies, is the result of a 12-month, Global Alliance for Responsible Media (GARM)-led global engagement effort to build common measurement processes.

The framework includes the first versions of formulae and tools for collecting emissions data from companies in the media supply chain. Its goal is to help advertisers and their partners understand and reduce the carbon impact of their media plans. The work has been supervised and assessed for consistency with best carbon accounting practices by a Climate Science Expert Group, including representatives from PwC, Brain Oxygen, Climate Impact Partners, BL Evolution, and top climate experts from Unilever, Reckitt, and Diageo.

The first versions of formulae being released are for TV, digital, and Out of Home (OOH), representing 81% of global 2023 ad spend according to Magna. The framework also provides the industry with a common enterprise-level data request form, a disclosure form, and a voluntary monitoring template.

"Having a standardised and transparent way of measuring and reporting media carbon emissions is an important step towards driving the advertising industry towards net zero," said Gai Le Roy, CEO of IAB Australia. Le Roy confirmed that IAB Australia, along without other industry stakeholders, will review the framework for local usage and adoption.

The next phase of work for GARM and Ad Net Zero will be to establish an efficient system to transfer emissions data between buyers and sellers, followed by validation of media Greenhouse Gas (GHG) data using agreed industry voluntary standards. Uptake and adoption will be tracked, with the first results published in Q2 of 2025.

Advertisers, agencies, and media owners are all encouraged to use and support the Global Media Sustainability Framework. The framework was created by six cross-industry working groups, supported by the Responsible Marketing Agency (RMA), with 70% of responding organisations saying they plan to implement the voluntary standards.

“Today’s release of standard calculations for the carbon footprint of major media channels is a significant milestone for Ad Net Zero and the global ad industry. They are the starting point for creating a common currency for global voluntary adoption: a base for calculating reduction and accelerating progress," said Chair of Ad Net Zero, Sebastian Munden. "Concerted efforts to reduce the carbon footprint of media should go hand in hand with the efforts to support more sustainable choices to change the way we work and change the work we make. The ad industry has the business opportunity of a generation to be part of the solution.”