The advertising industry is mobilising in response to the climate emergency through Ad Net Zero, an industry-wide initiative to reduce emissions across advertising operations, including production, media planning and buying. The programme is delivered by the Advertising Association in partnership with ISBA and the IPA.

The Ad Net Zero report, launched in November 2020, estimated the industry’s operational emissions at 84,000 tonnes of CO₂e and set out a five-step plan for reduction. More than 80 organisations across brands, agencies, media owners, technology platforms and trade bodies are now signed up. Ocean has supported Ad Net Zero since December 2021 and, in 2026, became an Ad Net Zero Accelerator. Accelerators help drive industry progress by shaping standards, contributing to more resilient frameworks, and taking leadership roles across UK steering committees, working groups, and research initiatives.

Visit adassoc.org.uk for more information.

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Ad Net Zero purposes action on five fronts:

  • Advertising businesses’ own operations
  • Advertising production
  • Media buying and planning
  • Awards and events
  • Using advertising’s positive influence to promote more sustainable behaviour

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