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Advertising heads for real net zero

Advertisers across the UK have launched a drive to achieve real net zero in their industry.

Ad Net Zero’s mission is for immediate, collective industry action to help achieve real net zero carbon emissions from the development, production and media placement of advertising by the end of 2030. 

Individuals and companies seeking to support Ad Net Zero and make a real change to address the climate emergency should sign-up at the Ad Net Zero hub.

To mark the Ad Net Zero launch, the Advertising Association has published a report by its Climate Action Working Group with Credos, UK advertising’s think tank, which sets out a 5-point plan including reducing energy use and travel as well as looking at the environmental impact of the media owners who carry their ads. 

Keith Weed, President, Advertising Association, said: 

The Climate Emergency is the biggest challenge we will face in our lifetimes, dwarfing the current Covid-19 crisis. Action is needed now, and for the long-term, to change the impact we are all having on the planet we live on. We need every company and individual in our industry to join us and become an active supporter of Ad Net Zero. 

The new report also recognises that concern over the climate emergency is shared across the advertising sector by individuals and companies alike. Some 71% of people working across the industry are worried about the negative impacts of the industry on the environment; more want their agencies to take climate action. 

James Best, Chair, Climate Action Working Group and Credos, said: 

People across our sector want advertising to be part of the solution to the climate crisis, through the role it can play in influencing corporate policy and consumer behaviour, helping people make more sustainable choices in what they buy, use and do. Our research has shown that for nine out of ten advertising professionals, knowing their organisation is taking climate action would improve their job satisfaction.

The move also has the backing of the Public Relations and Communications Association (PRCA)

Anybody interested in the industry’s work around Climate Action should contact the Advertising Association at and can keep up to date on progress at the Climate Action policy page on the Advertising Association’s website. The Ad Net Zero brand was developed for the industry pro-bono by design studio, King Henry, and adam&eveDDB.

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