Summary
Details
- Global
The Ad Net Zero Global Media Sustainability Framework (GMSF) is targeted at advertisers, agencies, media owners, and technology platforms seeking to measure and reduce greenhouse gas (GHG) emissions associated with media campaigns.
Deep dive
📩 Stay ahead of climate regulation and reporting shifts
Regulatory updates, reporting standards, and new climate software — distilled into one concise weekly brief for decision-makers.
Thanks for signing up. Please check your inbox to confirm your subscription.
Practical updates. Once per week.
Introduction
The Global Media Sustainability Framework (GMSF) was launched by Ad Net Zero in 2024 to create a standardized approach for measuring carbon emissions from advertising and media activities. Before the framework’s release, the advertising industry lacked a consistent methodology for estimating emissions across different media channels and suppliers. The framework was developed through collaboration between advertisers, advertising agencies, media owners, technology companies, and trade associations. Contributors and supporters include major global advertising holding companies, platforms, and brands.
What the GMSF covers
The framework provides methodologies, formulae, and reporting guidance for estimating greenhouse gas emissions generated by media planning, buying, delivery, and consumption. It introduces Channel Emissions Frameworks (CEFs) for major advertising channels and includes guidance for collecting emissions-related data across the media supply chain. The GMSF emphasizes:
consistency and comparability of emissions calculations,
transparency in reporting,
lifecycle-based emissions measurement,
and alignment with established carbon accounting standards.
The framework is voluntary and does not impose legally binding obligations. Instead, it is intended to help organizations incorporate media emissions into broader sustainability and Scope 3 reporting efforts.
Status & Outlook
Ad Net Zero released the first version of the framework in 2024 and published version 1.2 in 2025, expanding methodological guidance and adding more detailed formulae for audio, print, and cinema advertising channels. The organization states that the framework will continue evolving as emissions methodologies improve and more industry participants contribute data and validation processes. Industry groups including IAB Europe and the World Out of Home Organization have continued working on refinements to channel-specific methodologies. The framework is increasingly being referenced by advertisers and media organizations seeking standardized methods for measuring advertising-related emissions and supporting sustainability disclosures.
Resources
Cut through the green tape
We don't push agendas. At Net Zero Compare, we cut through the hype and fear to deliver the straightforward facts you need for making informed decisions on green products and services. Whether motivated by compliance, customer demands, or a real passion for the environment, you’re welcome here. We provide reliable information. Why you seek it is not our concern.