Lauren WakefieldCountry: Denmark
The Carbon Footprint Initiative (CFI), launched in summer 2023, is a collaborative effort uniting 17 leading stakeholders across Denmark’s media sector. Established by the Danish Media Association and KREAKOM (associations representing media companies and agencies), CFI brings together prominent players, including JP/Politikens Hus, Berlingske Media, TV2, and key agencies such as GroupM, Omnigroup, and Dentsu.
CFI’s primary objective isto implement standardised methodologies for measuring and reducing CO₂ emissions across advertising channels. This approach providesa framework for consistent carbon tracking, reporting, and accountability within the industry. By harmonising data collection and methodologies, CFI enablestransparency and accountability, enhancing the media and advertising sector’s commitment to sustainability.
CFI directly addresses the media and advertising sector’s environmental impact by providing tools to measure and reduce emissions, aligning with global sustainability efforts. This initiative iscrucial as it provides a targeted approach for a complex, multi-actor industry.
CFI has introduced a beta methodology and emissions calculator, launched on 28th October 2024, covering several advertising channels (newspapers, magazines, cinema, radio, and out-of-home). This initial phase provides members with a concrete, standardised measure for assessing direct emissions in advertising distribution. By centralising emissions data collection, CFI reduces data redundancy, ensuring consistent, reliable data across media channels. CFI’s proactive involvement in developing international standards ensures the adoption of best practices where guidelines do not yet exist. Through its standardised emissions metrics, CFI supported sustainable practices across Denmark’s media sector. By promoting emissions tracking, CFI encouraged reduction strategies aligned with environmental goals, benefiting industry professionals, stakeholders, and consumers alike.
Currently in beta, CFI plans to expand coverage to digital and TV channels by collaborating with IAB Europe and Ad Net Zero. By gradually including additional media channels, CFI aims to establish a comprehensive, scalable emissions measurement framework.
CFI is an example of industry-wide cooperation, integrating media companies and agencies to drive environmental accountability. The initiative also extends partnerships with scientific institutions, including the Technical University of Denmark, to refine emissions calculations for digital domains, adding a scientific foundation to its methodology.
The Carbon Footprint Initiative exemplifies the power of collaboration within the industry, showcasing what can be achieved when stakeholders unite toward a common goal. It sets a precedent for future sustainable cross-industry initiatives by offering a clear roadmap to success, including effective methods for incorporation, governance, and execution.
The beta methodology is designed to evolve into an end-to-end lifecycle measurement tool, which will capture emissions across the advertising production process. This approach ensures CFI’s tool remains relevant as the industry and standards evolve. Furthermore, data need to be regularly updated to provide adequate emission figures.
CFI’s methodology aligns with existing international standards, where applicable. By participating in international forums, CFI helps develop guidelines for emission tracking in areas currently lacking standards, ensuring alignment with global best practices.
CFI’s priorities include expanding its emissions coverage to digital and TV channels, enhancing measurement accuracy within digital advertising, and evolving the beta into a complete lifecycle measurement tool. These steps aim to establish an industry-wide standard that comprehensively addresses carbon emissions in advertising, positioning CFI as a cornerstone of Denmark's sustainability efforts in media.
