In the UK advertising landscape, sustainability is no longer a peripheral concern—it’s a strategic imperative. As climate pressures intensify and consumer expectations evolve, brands and agencies are being called to rethink not just what they say, but how they say it. The Ad Net Zero initiative, launched by the Advertising Association in partnership with ISBA and the IPA, has become the industry’s north star, guiding the sector toward real net zero carbon emissions by 2030.
Ad Net Zero
As the launch market for Ad Net Zero, the UK represents the programme’s most mature regional chapter. This leadership position brings both responsibility and opportunity: to set the standard for sustainable advertising practices and to accelerate innovation across the global industry.
Ad Net Zero’s five-point action plan offers a comprehensive framework: from reducing operational emissions and curbing production waste, rethinking media planning, reducing advertising emissions through awards and events and harnessing advertising’s influence to promote sustainable behaviours. This isn’t just about carbon accounting—it’s about transforming the very DNA of advertising.
One of the most impactful pivots UK advertisers can make is integrating sustainability into campaign briefs. The “Every Brief Counts” test programme encourages creatives to embed sustainable behaviours into storytelling—whether it’s showcasing public transport, plant-based diets, or renewable energy. These subtle narrative shifts can normalize eco-conscious choices without overt messaging, making sustainability aspirational and accessible.
The Facts
Despite growing awareness, sustainable behaviours remain significantly underrepresented in UK advertising. According to Kantar and Ad Net Zero’s 2025 analysis of 6,400 ads tested between November 2024 and May 2025, only 6% featured sustainable behaviours in either the foreground or background. The most commonly depicted actions relate to travel and transport (3%), followed by product packaging and food or diet (2% each). Sustainable energy choices were the least visible, appearing in just 1% of ads. While the UK slightly outperforms the global average (8% vs. 6%), the data reveals a clear opportunity for brands to lead with more intentional, sustainability-focused storytelling.
Format also plays a role in how sustainability shows up. TV advertising demonstrates the highest prevalence, with 6% of ads incorporating sustainable behaviours—likely due to its capacity for longer-form narratives. In contrast, digital, print, and out-of-home formats lag behind at just 4%. However, when it comes to carbon efficiency, out-of-home (OOH) advertising stands out: according to Outsmart in association with KPMG, OOH emits less carbon per impression than any other measured media channel. This positions OOH as a powerful tool for sustainable storytelling—especially when paired with low-impact materials like recycled substrates, soy-based inks, and solar-powered signage.
Innovation
We’re already seeing innovative ideas in market that bring this to life. Bus shelters with living roofs are supporting biodiversity and absorbing CO₂. Lighting upgrades—such as switching to LED alternatives, adding solar lighting at bus stops, and installing 50% more energy-efficient digital displays—are reducing energy consumption. Even the logistics behind ad installations are evolving, with renewable energy and hybrid car fleets being used for maintenance and servicing. These are tangible, scalable actions that demonstrate how sustainability can be embedded across the advertising ecosystem.
The Future
Transparency is no longer optional, it’s foundational to sustainable advertising. With the UK’s Green Claims Code and increasing scrutiny from the Advertising Standards Authority, brands must ensure that environmental claims are clear, evidence-based, and free from exaggeration. In an era of heightened consumer awareness, greenwashing isn’t just unethical—it’s a reputational risk that can undermine trust and long-term brand equity.
Looking ahead, the future of sustainable advertising will be shaped by authenticity, innovation, and collaboration. Concepts like smart cities, circular marketing models, and carbon-neutral campaigns are quickly moving from the margins to the mainstream. With its progressive regulatory environment and creative leadership, the UK is uniquely positioned to drive this transformation, setting a global benchmark for what responsible, future-focused advertising can achieve.
Ultimately, sustainability in advertising isn’t just about reducing harm, it’s about driving better growth. By aligning creative excellence with environmental responsibility, UK advertisers can build trust, inspire change, and futureproof their brands in a world that demands more than just clever messaging.
Inspired to make a change? Read the Ad Net Zeros 2024 Progress report to see how you can take action in your next campaign.
