NEWS29 September 2021

Carbon calculator launched for advertising industry

News Sustainability UK

UK – The Advertising Association’s (AA’s) sustainability and zero carbon campaign group AdGreen has developed a carbon calculator to measure the carbon footprints of advertising production and campaigns.


AdGreen’s calculator allows users to input information on activities such as travel and transport, energy and fuels, and materials and catering to understand the carbon impact of a production.

The tool allows everyone working on a project to input information to get a clearer picture of carbon consumption during an advertising campaign’s production.

The carbon calculator is free at the point of use, but there is a 0.25% AdGreen levy on production spend for agencies signed up to the programme.

The calculator is backed by Adam&eveDDB, Advertising Production Resources, Google, Havas UK and Havas Studios, MullenLowe, Publicis Groupe UK, Sky, WPP and Unilever.

More than 130 advertising agencies and production companies are signed up to use the tool.

Jo Coombes, project director at AdGreen, said: “We really hope this tool will be a game changer for the industry. If we truly want to reach net zero then we need to start measuring and understanding our carbon impact.

“The information generated by this tool will help companies make informed decisions in relation to internal reduction targets and become more carbon literate in the process.”