The Global Alliance for Responsible Media (GARM) has issued a guide for reducing media-related greenhouse gas emissions. Supported by major brands like Unilever and Procter & Gamble, the guide focuses on supplier selection, creative optimisation, and media planning. Recommendations include creating a 'greenlist' of suppliers and compressing digital ads to save energy.

The guide aims to align the advertising industry with the Paris Climate Goals. Reviewed by a panel of climate science experts, it complements wider efforts by Ad Net Zero and the World Federation of Advertisers to create a standard framework for measuring carbon emissions in media campaigns by the end of 2023.

GARM calls for immediate, collective action to transform the industry towards environmental efficiency. The guide urges professionals to integrate carbon impact considerations into every stage of advertising, from campaign creation to supplier selection.