Ad Net Zero has released Version 1.3 of the Global Media Sustainability Framework (GMSF), marking an important milestone for the global advertising industry.
For New Zealand agencies, advertisers and media organisations, the update provides a stronger foundation for measuring the carbon impact of media activity with greater consistency and confidence.
Developed through Ad Net Zero's global collaboration with advertisers, agencies, media owners, technology partners and sustainability experts, the GMSF provides a voluntary, industry-led methodology for estimating greenhouse gas (GHG) emissions across media channels using recognised carbon accounting principles and industry best practice.
With Version 1.3, the framework now supports emissions measurement across media representing approximately 95% of global media spend, helping create greater consistency, transparency and confidence in how media emissions are measured and reported.
Why the Global Media Sustainability Framework matters
As organisations continue to strengthen their sustainability reporting, understanding the environmental impact of media investment is becoming increasingly important.
Advertising is estimated to account for between 2% and 4% of global greenhouse gas emissions, with media activity often representing one of the largest contributors within a brand's overall marketing footprint.
Until recently, organisations have often relied on different methodologies and tools, making it difficult to compare results or establish a consistent approach to reporting.
The Global Media Sustainability Framework addresses this challenge by providing a common methodology that can be adopted by carbon measurement platforms, enabling more consistent emissions estimates across markets and media channels.
Rather than acting as a carbon calculator itself, the framework establishes the standards that calculators can use to produce comparable results.
What's new in Version 1.3?
The latest release represents the most comprehensive update to the framework since its launch.
- Coverage of media representing approximately 95% of global media spend.
- New implementation guidance for Television, Out of Home (OOH) and Print media.
- Updated guidance for Digital media.
- New methodologies for Corporate Overhead Emissions.
- New Data Uncertainty guidance to improve transparency around reporting.
- Continued development towards Audio and Cinema guidance, due later in 2026.
These updates help organisations estimate emissions more consistently while supporting the industry's ongoing transition towards more accurate, activity-based data.
What this means for New Zealand
As Ad Net Zero continues to grow across Aotearoa, the framework provides agencies, advertisers and media organisations with practical guidance for understanding and improving the sustainability of media investment.
"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."
Jennifer Gunn
Ad Net Zero New Zealand Lead
Comms Council CEO Simon Lendrum says improving the consistency of emissions measurement will help agencies and clients make more informed decisions.
"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."
Simon Lendrum
Chief Executive Officer, Comms Council
Supporting better industry decisions
The Global Media Sustainability Framework has been developed as a voluntary framework that organisations can adopt at their own pace.
Whether an organisation is beginning its sustainability journey or already measuring media emissions, the framework provides a practical foundation for benchmarking, reporting and continuous improvement.
As more activity-based data becomes available and the framework continues to evolve, the industry will be better positioned to understand where emissions occur and identify opportunities to reduce them.
For New Zealand's advertising industry, this represents another important step towards building a more transparent, consistent and sustainable media ecosystem.
Learn more
The Global Media Sustainability Framework v1.3 is now available to download through Ad Net Zero.
Download the Global Media Sustainability Framework v1.3
To learn more about Ad Net Zero in New Zealand and how your organisation can get involved, visit adnetzero.co.nz.
