Sky, Unilever and the Guardian are joining forces with the Advertising Association (AA) and others to tackle the UK ad industry’s carbon footprint.

Together with the IPA and ISBA they are launching Ad Net Zero, an industry-wide call for immediate, collective action to help achieve net zero carbon emissions from the development, production and media placement of advertising by 2030.

Sky’s group chief marketing, corporate affairs and people officer, Debbie Klein, tells Marketing Week: “It is vital we all take responsibility for the carbon impact of our advertising. This action plan sets out very clearly how we can all make a difference through the way we work.”

To mark the launch of Ad Net Zero, the AA has published a report by its Climate Action Working Group with Credos, which outlines a five-point call-to-action, which it urges brands and agencies to sign up to.

It calls for companies to commit to cut their carbon emissions, primarily by reducing travel, fossil energy use and waste.

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