National news brands have joined agencies and brands from all sectors of the UK economy in signing up to the Advertising Association’s Ad Net Zero initiative.

Ad Net Zero aims to cut carbon emissions in advertising operations by 2030 and is working across five key action points: business operations, advertising production, lower carbon media plans, minimising the carbon footprint of events and awards and using advertising to promote sustainability.

Newsworks will front a cross-industry team made up of members from across Mail Metro Media, Evening Standard, The Independent, News UK, Reach, Telegraph Media Group, The Guardian and the News Media Association.

Sebastian Munden, Chair of Ad Net Zero and EVP and General manager, Unilever UK & Ireland, said: “The UK’s news brands include many of the world’s most recognisable and influential media titles with news and editorial that travels around the globe. It is fantastic to have their combined power applied to this critical initiative for the advertising industry. I’m certain their support will help us accelerate the achievement of our goals to make a genuine, lasting change to the way we work and the way our industry helps tackle climate change.”

Jo Allan, Newsworks’ CEO, said: “This is an important move and I am delighted our industry is collaborating with the Advertising Association to help tackle the most urgent crises we face. Climate change is a challenge we must respond to collectively, and with urgency, if we are to leave a sustainable planet for future generations.”

Created as an immediate response to an increasingly urgent problem, the Advertising Association set up Ad Net Zero in November 2020 in partnership with ISBA and the IPA. Taking into account business travel and energy usage, UK advertising as a whole is estimated to have a carbon footprint of up to a million tonnes.