Ad Net Zero releases Global Media Sustainability Framework v1.3

Ad Net Zero has released Version 1.3 of the Global Media Sustainability Framework (GMSF), marking a significant milestone in helping advertisers, agencies and media organisations measure the carbon impact of media activity more consistently.

The latest update expands the framework to cover media representing 95% of global media spend, giving the industry greater access to consistent, activity-based methodologies for calculating greenhouse gas emissions across major media channels.

Developed through collaboration with industry stakeholders around the world, the GMSF provides a voluntary global standard for estimating emissions from media activity using recognised carbon accounting principles and industry best practice.

Version 1.3 introduces new implementation guidance for television, out-of-home (OOH) and print media, alongside updated digital guidance. It also introduces methodologies for Corporate Overhead Emissions and Data Uncertainty, helping organisations build a more complete understanding of the emissions associated with media investment. Guidance for audio and cinema will follow later in 2026.

Jennifer Gunn, Ad Net Zero New Zealand Lead, said the framework gives brands greater confidence in understanding the environmental impact of their media decisions.

“The GMSF is an invaluable tool for brands striving to make advertising more carbon efficient. Globally, advertising accounts for between 2% and 4% of all greenhouse gas emissions, and while the emissions generated by producing advertising form part of that picture, marketing activities often rank among the biggest contributors. The GMSF establishes a necessary standard for measuring the environmental footprint of media, using granular, activity-based data across the industry.”

Comms Council CEO Simon Lendrum said the framework would help support better decision-making across the New Zealand advertising industry.

“Measuring and reducing emissions should be a priority for New Zealand agencies and their clients. Activity-based data is essential to giving brands a clearer view of their media footprint and enabling choices that cut emissions without compromising investment or effectiveness. By establishing a more consistent approach to measurement and offering practical tools, Ad Net Zero is helping our industry make better decisions at every stage. This rigour is vital as the advertising sector prepares for rising expectations around emissions transparency.”

The GMSF is designed to support organisations of all sizes in benchmarking, measuring and improving the sustainability of their media activity. Rather than acting as a carbon calculator itself, the framework provides a consistent methodology that can be adopted by carbon measurement tools, helping improve transparency and comparability across markets and media channels.

As sustainability reporting requirements continue to evolve globally, consistent measurement frameworks such as the GMSF will play an increasingly important role in supporting organisations to understand and report the emissions associated with media investment.

The Global Media Sustainability Framework v1.3 is available to download from the Ad Net Zero website.