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The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies, media owners and tech companies on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

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Recommendations for reducing operational emissions

/ October 7th 2020
Action 1 Resources Ad Net Zero

Learning from those who have made the most progress, and to generate a collective drive towards Ad Net Zero, our recommendations are:

  • Commit to a Climate Action Plan for your company, communicate it to your people, clients and suppliers, and appoint a Climate Action Team to champion it throughout the organisation.
  • Report, Reduce & Remove: Measure and report the carbon emissions of the business on an annual basis in order to identify areas of biggest climate impact, and track progress over time in reducing the carbon footprint. Adopt a Science Based Target to determine a programme for reduction that will achieve net zero by end-2030, in line with the Ad Net Zero industry goal. Use carbon sequestering  schemes to remove any carbon emissions which cannot be avoided.[1]
  • Work with your clients and suppliers to secure their support for your sustainability policies – for instance on travel and procurement.

[1] Some businesses are now seeking to become ‘carbon negative’ by not only removing any carbon they cannot reduce, but by removing more than is required for them to reach net zero. Brewdog is an example of a brand who has recently pledged to be ‘carbon negative’ – https://www.brewdog.com/tomorrow

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