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WFA’s Global Alliance for Responsible Media (GARM) and Ad Net Zero recently released at Cannes Lions Festival of Creativity  the first iteration of the Global Media Sustainability Framework.

What is it?

A series of voluntary industry standards that will allow more consistent and comparable measurement of greenhouse gas emissions across six major media formats: digital, television, print, audio, outdoor and cinema channels.

Who is it for?

Brands, agencies and marketers. Anyone who advertises or is involved in media can use this framework to better understand their carbon emissions and take positive action to reduce the carbon impact of their media investment.

Why do we need the Global Media Sustainability Framework?

This framework is the first of its kind. Up until now, there has been no consistent, agreed industry-wide measurement framework. It includes the first versions of formulae, as well as tools to help efficiently collect emissions data from companies throughout the media supply chain.

What has been launched?

The first versions of formulae for TV, digital and OOH (representing 81% of global 2023 ad spend according to Magna), with the formulae for the remaining three media types – audio, print and cinema – to follow. It is expected that the formulae will continue to be refined.

What is Ad Net Zero?

Ad Net Zero is the advertising industry’s drive to decarbonise the production, distribution, and publication of advertising. It is a global community forming to support and accelerate these, by developing and supporting industry-level solutions. The Australian chapter will be launched later in the year and AANA will be a key industry partner driving awareness in Australia.

To read the full announcement, head to the World Federation of Advertiser’s website.

AANA members can download a copy of the framework here.