What are
Advertised Emissions?

Advertising is one of the world’s most powerful industries — touching nearly every human on the planet daily and shaping demand for products, services, and behaviours.

But with that influence comes responsibility. Advertised Emissions measure the uplift in greenhouse gas emissions (GHGs) driven by the increased sales that result from advertising. In other words, it accounts for the climate impact of the consumption advertising helps generate.

To take full responsibility for its climate footprint, the advertising industry must go beyond measuring its operational emissions. It must also account for — and reduce — the emissions created by the behaviours it drives. That’s where the Advertised Emissions framework comes in.

The Story So Far…

The concept of Advertised Emissions, inspired by the finance industry’s ‘Financed Emissions,’ was first introduced by Purpose Disruptors at COP26 in 2021.

Since then, it has gained international traction:

2022

UK Advertised Emissions reached 208 million tonnes CO2e in 2022, up 11% from 2019 — adding 32% to the carbon footprint of each UK resident.

The UN’s Race to Zero campaign recognised Advertised Emissions as a Leadership Practice in 2022.

2023

Serviced Emissions, a related concept for the professional services sector, was introduced at COP28 — positioning advertising alongside law, consulting, and finance as sectors needing urgent change. Serviced Emissions are “the greenhouse gas emissions arising from the activities of a client informed and/or enabled by the advice and/or services of a professional service provider (PSP)”

2024

Two pioneering advertising organisations showcased their transition using the Serviced Emissions model during New York Climate Week in 2024.

2025

Purpose Disruptors are now collaborating with the University of Portsmouth on a government-backed academic partnership to refine and evolve the methodology to become a global standard.

Reports & Resources

Advertising’s Evolutionary Moment:
Case Study (2024)

In our latest case study, we share the story of two climate pioneers from leading advertising agencies, M&C Saatchi and OLIVER. They detail their journey in adopting the 'Serviced Emissions Action Areas (inspired by Advertised Emissions) created by Race to Zero & Oxford Net Zero

Download here.

Advertised Emissions:
The Temperature Check (2022)

Our most recent report calculating the UK advertised industry’s Advertised Emissions. UK Advertised Emissions reached 208 million tonnes of CO2e in 2022, up 11% from 2019.

Download here.

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Advertised Emissions:
The Carbon Emissions Generated By UK Advertising (2021)

Our first flagship Advertised Emissions report created in collaboration with Econometrics agency, Magic Numbers. The first report showed UK advertising was responsible for 186 million tonnes of CO2e putting a calculation to consumption related emissions driven by advertising.

Download here.

Serviced Emissions Global Launch and
Case Study Webinar

Hear all about our case study direct from sustainability pioneers who lay out how they are taking practical steps to future-proof their businesses, and embed bold Serviced Emissions guidance spanning governance, measurement and strategy into their organisations.

Advertised Emissions:
Temperature Check – Webinar

Watch Founder of Magic Numbers, Dr Grace Kite, and Co-founder of Purpose Disruptors, Jonathan Wise, unpack the numbers, methodology and meaning of the Advertised Emissions Temperature Check Report

How Measuring Advertised Emissions Can Help

The concept of Advertised Emissions, inspired by the finance industry’s ‘Financed Emissions,’ was first introduced by Purpose Disruptors at COP26 in 2021.

Since then, it has gained international traction:

1

Spot Carbon Hotspots
Use Advertised Emissions to analyse your client portfolio and identify where change is needed — and what a sustainable future portfolio could look like.

2

Manage Financial Risk
Understand which high-emission clients might face regulatory, reputational, or market risk — and start planning a managed transition.

3

Find New Opportunities
Advertising can accelerate the shift to low-carbon alternatives. Measuring Advertised Emissions helps you identify where your influence can support people and the planet whilst considering long-term business stability.