According to the new data, the industry effectively lowered its reported emissions by 22% in 2020, to 145

million metric tonnes of CO2, putting it on track to halve emissions by 2030.However, once the sector
reverted to pre-lockdown conditions in 2021, advertised emissions rebounded to the same level as in 2019.
Worryingly, the 2022 trend is expected to rise to 208 million metric tonnes of CO2e, a 12% increase (figure
1). This rise indicates that the UK advertising industry's contribution to each citizen's carbon footprint has
increased from 28% in 2019 to 32% in 2022. The rise of 22 million metric tonnes of CO2e from 2019 to 2022
is equivalent to operate nine additional coal-fired power units for a year.

https://www.thedrum.com/news/2022/11/07/advertising-adds-extra-32-annual-carbon-footprint-every-person-the-uk
 Situation Summary

How Advertisement Causes Pollution

Advertising requires energy and advertising largely In 2020, advertising consumed an equivalent energy usage
depends on the fossil fuels for sourcing energy of 68,000 to 362,000 residents of UK

Business Travel (60%), and Office Energy use Advertisement pollutes by stimulating unsustainable
(40%) are major two emission sources in the economic growth, climate-harmful consumerism, and
Advertising industry polluting products’ consumption.

Why Digital Advertising is Rising

Consumers’ preference for and prevalence in the Digital advertising growth rate in the UK is 10% yearly
digital media over traditional media exceeding the traditional advertising in 2021.

The ease of access, cost effectiveness,

measurability and quick results are reasons for Digital ads are cost-effective and eco-friendly than
preferring digital ads traditional ads as it provides paper-free transactions

Source: Cybercrew. UK (2023)

 Situation Summary

Pollution through Digital Ads

A typical digital-ad campaign or a single advertiser Digital Ads pollute by consuming significant energy
produces 323 tons of CO2 which leads to higher CO2 emission

For example, watching a 1 minute ad in smartphone

Ad production, targeting, & delivery process mainly
causes six times of carbon emission than that of 50
cause pollution
inch TV
Source: Entrepreneur.com (2022), Business Insider (2023)
 Hovering Issues

Lacking Inner urgency towards implementing

Core Problem the Net Zero Culture among the advertisers and
Arbitrary and less
their customers. effective carbon
control techniques
Shadowed Qualitative and Quantitative Standards for
5 evaluating the performances.
Evaluation error and
no 1-to-1 control
Over-focus on 2040’s outcome; Lack of phase-wise
4 targets i.e. achieving carbon control year on year basis.

Increased CO2 emission

rather a decrease.
Falling short in including maximum of agencies for
3 achieving the motive.

Recluses the mid to

Green advertising poses high capital requirements for low level agencies
2 smaller agencies

Makes the climate

Advertisement focusing on “Brain Pollution” which
1 results in higher revenues.
look less important

The Five-point Call-to-Action Plan of ‘Ad Net Zero’ shall be sophisticated in the following model
01. Changing Consumer Psychology
Consumers get their brains polluted by ads, that
clearly upholds higher satisfaction at higher
consumption culture. Agencies should focus on a
sophisticated consumption promotion.
02. Changing Corporate Culture
Advertising Agencies should ensure as much
biodegradable “Ad-matter” usage, digital
productions, shoot material decrease, as
possible.
03. Changing Customer Selection
Advertising Agencies should partner with
organizations that share values with “Go Green”
concept in their Article, Memorandum and Daily
Chores.
Policy Amendment
Self-monitoring green performance .04
IPA Charter restricts the calculator usage only to the
members. A universally usable scale and Benchmark
03 should be developed for root level usage in the
industry. The agencies should also habituate the usage
02 of such scales.
04 Using tax and credit Incentives .05
Advertising Agencies shall be rewarded with tax
shields basing on their phase by phase performances
under: Total Clients Served, Total people reached,
01
Number of Green Promotions, Number of PBPs
05
(premium brand promotions). So they should track
their Ads’ impacts and results for getting incentives.
06
Using sustainable medium .06
Usage of Metaverse and Virtual Reality Techs for
reaching Partner Brands, consumer-people, settling
deals and negotiations and producing contents through
Artificial Reality
 Action Plan

S N S
Sophisticating Nurturing Standardizing

Moderating the ways agencies Helping the agencies with Setting standards, filters and targets
produce and stream the ads for their technological guidelines and under which agencies and
brands, so that targeted audiences introduction so that they can use Ai organizations will get evaluated.
perceive a holistic view of tools for rendering many of their ad Developing criteria, encouraging
consumption and wastages. production, talks, contents and Metaverse usage.
minimizing the electricity usage.
 Sophisticating

"People who prioritize materialistic goals and values are less likely to adopt positive environmental attitudes and are more
likely to act in ways that harm the environment. People who are exposed to Brain Pollution value consumption more than
other activities like spending time with friends and family, playing with children, or participating in sports.

An Example: Purchasing Gatorade energy-drink though sitting in the couch all day.

Tapping Brain Pollution

Selecting Clients based on Stiff Carbon Rating

Making and circulating “PBPs” to tap unnecessary demand.

Using ‘BSI standards’ for filtering out products for promotion.

 Nurturing

Incentivizing Agencies through a tax cut.

Tax Shield Giving better performing/certified agencies in terms of emission and sustainability an
Enhanced capital allowance, Interest-free green loans, Exemption from Climate
Change Levy, super-deduction and 50% special rate year 1 allowance. So that their
motivation of being and remaining green stands by.

Suggesting the agencies for rewarding greener partners.

PBP Agencies shall make some dedicated promotional content for Customer Brands which are
doing better in sustainability and carbon reduction. The contents will uphold the brands’
environmental benevolence and also give the agency a credit for making a Green Ad.

Providing the smaller agencies with smaller brands.

WOM AA shall exploit its network of brands to nurture smaller agencies so that these get more and
more customers. A chain reaction will result in better ad production which otherwise might
have been produced by polluting the environment by non-member agencies.

Preaching the usage of Ai tools.

Ai
Suggestions Advertisements can be easily produced by using various artificial intelligence programs. AA shall
promote development of these tools by the by widely usage in order to cut production time,
wastage, travelling and cost.
 Standardizing

Agencies and Corporations shall be evaluated by the following criteria named “GMT”

Green Marketing Touchstone

A Gold certification will require the agency or brand to emit at most 10% carbon from advertisement.

Did the organization use sustainable and bio-degradable quasi-raw materials?

Are the campaigns heavily “Video Based”, which require higher charge, storage and more materials?

Does the agency have a “Print-on-Demand” approach where only the necessity is printed, stored and
distributed?

How recyclable/sustainable are the shipping and logistic policies of the organization, both in procuring
and distributing?
 Standardizing

In 2019, Marshmello performed a concert in Fortnite Game, thus

giving the world the possibility of implementing Metaverse. Such a
Native Video ad of Coca-Cola during the concert, inside the
Verse, can significantly reduce the wastages done for other digital
ads. AA shall motivate the members to start using Metaverse

❌ created by Axie Infinity, Loka, Decentraland, Illuvium, Sandbox,

Voxels for the purpose of circulating Ads. The acceptance will be
the harbinger of “Advertisement Revolution.”

This Platform is called Loka. To reduce the AA shall impose on developing an

travel cost and travelling caused CO2 “Employee Incentive” plan. Companies

emission, Loka platform helps people to meet and agencies will employ their own

virtually, talk, interact and stay connected. This is employees as models side by side; It will

a “More than a Video-Conferencing” system which reduce the production wastage, travel

needs acceptance as it is still developing. wastage and cost.

 The Revolution

AA’s emission trade system is a different type of voluntary carbon credit trading system.

Carbon Farmers Companies with surplus carbon credits

Recycling Organizations Renewable Energy Start-ups

Carbon Credit Currency

Manufacturers emitting
Companies with deficit carbon credits
Carbons

Companies not using bio-

Transport Corporations
degradable materials
 KPIs

No. Name Usage

1 Number of clients To measure the acceptance of “Ad Net Zero” among advertisement givers.

2 Number of Green campaigns To measure the acceptance of “Ad Net Zero” among advertisement producers and managers.

PBP to Total Campaigns

3 To measure the percentage of “Greener Companies” {For tax incentive calculation purpose}
ratio

4 Average reach Measuring the potential of an agency for getting Tax incentives and WOM for getting newer clients.
 Alternative Evaluation
SNS Model
From developing AA’s policies to implementing
the policies through 3 dimensional action plan.
The model will convert the smaller agencies into
greener agencies by technological guides and
Govt. incentives. Thus, the whole advertisement
industry, from top to bottom, will be incorporated
on the tenet of Selecting Green Customers,
Making Eco-friendly Ad-matters and
Transforming Offline channels Digital. Thus,
the emission from travelling, streaming, printing
and distributing will be minimized if not vanished.
Accepted on the remarks of: “Habitual
Improvement among Agencies”
Collaborative Model
The 2 dimensional collaborative model includes
partnering with eco-conscious organizations that
share the same environmental values and
promote sustainable practices. The other
dimension is to Implement recycling programs
and encourage employees and customers to
recycle, compost, and reduce waste. This can
help reduce the amount of waste generated and
lower the carbon footprint of the organization.
Rejected on the remarks of: “Conventional
practice that fall short to current situation.”
 The Future: Year 2027
ExxonMobil, wanted a content
that will talk about how they
invested millions in saving
Madagascar’s wildlife.

UM, one of the biggest ad UM’s employees, by their Ai

agency of UK, is going to serve marketing knowledge, provided
its years long client ExxonMobil by IPA back in 2023, created the
for another year. required content by
Rephrase.ai.

Axie Infinity, which is currently

the most used Gaming
Metaverse, was used as a
placement, where John was
attracted by the content