Ad Net Zero (ANZ) has introduced the Global Media Sustainability Framework (GMSF) 2024, a comprehensive system designed to enhance carbon tracking in the advertising industry. Leading global advertisers, advertising holding companies, media owners, tech companies, and trade associations have all backed the framework’s development, recognizing its potential to establish a consistent approach to emissions measurement across media channels.
The framework introduces tools and formulae that enable advertisers and agencies to collect emissions data across their media supply chains, aligning with Action 3 of the ANZ Action Plan. By simplifying emissions reporting and providing benchmarks, the framework supports industry-wide emissions reduction efforts. Until now, a universal method for calculating these emissions did not exist, leading to inconsistencies in carbon footprint assessments across campaigns.
Key Components of the Global Media Sustainability Framework
The GMSF includes four primary recommendations that streamline emissions measurement and reporting processes, fostering transparency and efficiency:
- Metrics and Methodology: A standardized, voluntary approach for measuring greenhouse gas (GHG) emissions across six media channels—digital, TV, radio, print, out-of-home, and cinema—ensuring accuracy and rigor in carbon accounting.
- Data Collection: A simplified data request system that gathers emissions data from media partners and value chain collaborators, reducing redundancy and improving efficiency in data exchange.
- Transparency: A disclosure framework that encourages media sustainability providers to outline their methods, data sources, and oversight, fostering greater clarity and consistency across industry stakeholders.
- Monitoring: Voluntary tools to track the adoption and progress of sustainability practices within the industry, providing insights into the effectiveness of emissions reduction efforts.
Ad Net Zero plans to further enhance the framework by adding features that facilitate data sharing and validate emissions data. Progress and adoption metrics will be reported in the second quarter of 2025.
Industry-Wide Engagement and Implementation
To encourage the framework’s widespread adoption, ANZ emphasizes specific roles for each industry sector:
- Advertisers: Encouraged to ensure their partners adopt the framework’s standards in emissions measurement.
- Agencies: Advised to incorporate the framework in media planning, factoring emissions assessments into campaign decisions.
- Media Owners: Requested to provide granular emissions data to agencies and advertisers, supporting improved data accuracy over time.
The framework’s development included contributions from six cross-industry working groups, guided by climate science experts from PwC, Climate Impact Partners, and sustainability leaders from Unilever, Reckitt, and Diageo. Additional support came from the Oneframe Initiative, SRI, Alliance Digitale, and France’s SNPTV, underscoring the collaborative nature of the framework’s creation.
Channel-Specific Guidelines to Support Comprehensive Reporting
The GMSF offers tailored recommendations for each major media channel, providing detailed workflows, data requirements, and emissions formulas specific to each format. By addressing the unique characteristics of different media types, the framework enables precise measurement and reporting. The initial rollout includes guidelines for digital, TV, print, radio, out-of-home, and cinema channels, with updates planned to enhance data detail and auditability.
Collaborative Governance for Industry-Wide Impact
With input from over 100 organizations—including advertisers, agencies, media owners, and sustainability experts—the GMSF is governed by a steering team and climate science expert group. The framework incorporates best practices from the Greenhouse Gas Protocol and aligns with international standards, such as ISO 14064 and ISO 14067. This collaborative approach ensures that the framework remains voluntary, science-based, and pre-competitive, allowing companies the flexibility to apply recommendations in ways that support their specific sustainability goals.
Implementation Stages: Benchmarking and Optimization
The framework’s implementation unfolds in stages:
- Wave 1 focuses on data collection and reporting practices.
- Waves 2 and 3 will build upon this foundation by introducing features for enhanced data precision and audit processes.
The initial stage encourages companies to Benchmark and Understand by establishing baseline emissions data. From there, organizations can pursue Reduction and Optimization, identifying and addressing emissions associated with high-impact media activities. In the final stage, Specification and Optimization, media stakeholders refine their data sources and methodologies to align with industry standards.
Future of Sustainable Advertising
The Global Media Sustainability Framework marks a milestone in the advertising industry’s journey toward sustainable practices. By focusing on emissions measurement, the GMSF also promotes transparency, data consistency, and collaboration across the media landscape. This framework empowers media organizations to align their operations with global climate goals while providing flexibility in adoption.
For more information on the Global Media Sustainability Framework and how to implement its recommendations, download the full guide from AdNetZero
