Advertising bodies are committed to tackling the climate crisis, with a focus on eliminating greenwashing and decarbonising media.
Earlier this month, UN Secretary General António Guterres called for a fossil fuel advertising ban, suggesting that governments should enact tobacco-style restrictions on advertising for coal, petroleum and gas companies.
Locally, the Australian Association of National Advertisers (AANA) is focused on eradicating greenwashing with a review of its Environmental Claims Code.
The Advertising Council Australia (ACA) provides agencies with an accreditation program.
And the Media Federation of Australia (MFA) members are working to decarbonise the media supply chain.
Independent Media Agencies of Australia (IMAA) has a multitude of sustainable projects run by its Green Team committee including environmental education programs, hosting Clean Up Australia Day events, hosting Earth Hour events and is carbon-neutral themselves with more initiative to be announced this year.
Both MFA and ACA also actively support the advertising climate action group Ad Net Zero by embracing members to engage with its five-step action plan.
According to a recent ACA member survey the industry’s focus on sustainability is encouraging, ACA CEO Tony Hale told AdNews.
100% intend to become net zero and more than half of those surveyed have appointed an in-house sustainability lead.
Close to 60% have a decent to high understanding of their impact on the environment, and 47% have audited their carbon footprint, with almost all reducing their overall emissions.
Furthermore, 56% of those audited have had their carbon footprint offset.
“The survey reveals a lot more needs to be done, however 85% of our members are not currently using a production calculator, and ACA is now initiating trials using AdGreen’s,” Hale said.
“ACA’s role is to educate and encourage members, and we will continue to do so by working with Ad Net Zero and its five-step framework.
“Our industry accreditation program also plays a crucial role and will include the introduction of A+ Endorsements this year for agencies that demonstrate significant progress in environment and sustainability.
“This rewards their efforts and fosters a culture of professionalism and accountability, ensuring our members adhere to updated codes of conduct and environmental standards.”
AANA CEO Josh Faulks told AdNews the industry body condemns greenwashing in all its forms.
“The review the AANA Environmental Claims Code’s is designed to restore consumer trust in environmental claims and provide businesses with clear guidance so they can confidently share the good they are doing as they transition to a low carbon future,” Faulks said.
“To help foster a healthy conversation about the transition to a sustainable future, we encourage companies to share specific, accurate and substantiated details about the environmental claims they are making.
“This includes avoiding vague or misleading claims, and not overstating their impact.”
MFA CEO Sophie Madden said the industry body supports urgent action by all sectors in tackling the climate crisis.
“We are working with our members and industry partners on initiatives that help reduce Australia's carbon emissions, including the upcoming launch of an Ad Net Zero chapter in Australia,” Madden said.
“Ad Net Zero is a strategic and comprehensive program that provides advice, education, training and collaborative opportunities for ad industries to achieve carbon neutrality.
“We also know that many of our members are working hard to decarbonise the media supply chain, with great progress being made.”
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