Sustainability in advertising
Sustainability in advertising
Sustainability in advertising has two sides: firstly, it refers to the practice of creating and delivering content in ways that minimise environmental impact and promote responsible consumption. It is about making choices that lower carbon emissions and use resources more responsibly, whether that involves production, ad delivery, or the messages they promote.
Secondly, it also refers to all the solutions that sales houses put in place to make multiplatform TV and audio accessible to sustainable advertisers: whether it is a special commercial product, positioning, or bumper that emphasises their ads as part of a sustainable project. Anything that helps raise the awareness of the consumer around the topic of sustainable products. At its core, sustainability in advertising is about being thoughtful about the impact our work and consumption habits have on the planet, both now and in the future.
Why Sustainability?
Sustainability has become essential for the future of advertising. The industry is actively addressing its environmental responsibilities, from reducing energy consumption in production processes to creating campaigns that promote conscious consumption. Agencies, brands, and media companies are collaborating to minimise their collective impact while maintaining creative excellence. This evolution reflects shifting consumer expectations and demonstrates the industry’s commitment to positive change. By integrating sustainability across all aspects of our sector, we are building a more responsible and resilient advertising industry.
Promoting & Participating in ESG
Find out more about environmental, social, and governance (ESG) in our Industry Charter.
egta sustainability community
The advertising world is waking up to its environmental responsibilities, and the aim of our sustainability community is to participate in that transition. This group connects industry experts and our members who have been put in charge by their management to implement sustainable practices and adapt them to the realities of their broadcasters and sales houses.
Through regular online meetings, we exchange ideas and tackle diverse challenges related to sustainability in advertising. We explore everything from calculators and frameworks for energy-efficient techniques to carbon-conscious media delivery, responsible consumption messaging, or creative campaigns to promote green products.
Want to join? Have a question?
Resources for egta members
Our collaborative approach ensures that members can learn from each other’s experiences while driving meaningful change across the media landscape.
Through our community, we gather and curate sustainability resources that are available to members only, building a library of practical guidance, industry insights, best practices and actionable tools.
Sustainability business case studies
CBC/Radio-Canada’s CarbonIQ and its approach to measuring carbon emissions from advertising delivery across linear TV, streaming, digital, and audio channels.
Sanoma Media Finland spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body.
FranceTV Publicité has partnered with independent consultancy Carbone 4 to measure the climate compatibility of advertised products and, from 2026, to reward higher-scoring products with preferential and free airtime across its ecosystem.
RMB has created Blue as a single transition brand that signals purpose-driven marketing strategy to both citizens and advertisers.
Expert series on the topic
The meeting featured presentations by: 1) Estelle Reale, Clément Cordeiro, and Quentin Le Viol, DK, on two key KPIs for assessing the carbon footprint of online and offline campaigns; 2) Jonne Ansamaa, Sanoma, on ad emissions and the Finnish market; 3) Mark Mandato, CBC/Radio-Canada, on their Carbon IQ Emissions Calculator.
The meeting featured insights from RMB on their updated “Blue Strategy”, a contribution from France TV Publicité’s on their recent partnership with Carbone4, and an open discussion and updates on sustainability projects from across various markets.
This sustainability community meeting featured insights from AdNetZero (on the recently launched Global Media Sustainability Framework and the importance of industry input on TV and audio data guidance), as well as Sky (on Sky’s sustainability strategy and practical implications of the framework). The session also included an open discussion among UK and European broadcasters on data sharing, collaboration, and next steps, with participants encouraged to bring their own questions and contributions.
Past events
Calculating the environmental impact of advertising
We get to grips with the critical topic of calculating the environmental impact of advertising with Estelle Reale, CMO at DK. We investigate the development and challenges of DK’s carbon calculator tool, discuss the broader implications of sustainability in the advertising industry and provide practical advice for markets at different stages of their ecological transition.
An interview with:
Estelle Reale, Chief Marketing Officer, DK
Sustainable communication
Why should businesses put sustainability at the top of the corporate agenda?
An interview with:
Wim Vermeulen, Director of Strategy and Sustainability, Bubka
Sustainable decision-making
Why is sustainability crucial for a future-looking business strategy? How can we contribute to a more sustainable world here and now? What responsibilities do the advertising industry players share in sustainability?
An interview with:
Alexandra Pimor, Director, Nature Governance Agency