Best practice in sustainability
for advertising professionals

Ad Net Zero offers several forms of education:

1) Live, ongoing education through:

Expert webinars and deep dive case studies.
Working groups also provide regular education from peer learning and case studies.

2) On-demand video resources:

Supporter Video Library which houses recordings from above trainings and case studies. Content covers the full action plan and is organized into playlists.
Ad Net Zero Essentials Training (available through December 2025), which is outlined in more detail below. Supporters receive a 50% discount on the price per attendee.

The Ad Net Zero Essentials Qualification

A qualification to help people working in the advertising and marketing services industry understand the climate emergency and the actions that can help to reduce emissions and drive better business from the development, production and media placement of advertising.

UK and Global modules helping international advertising professionals understand the basics of the climate crisis, advertising’s role, and how to take action. The 6-hour online course with 5 modules includes key points:

1. measure and reduce the carbon emissions related to the work we produce across the advertising process,

2. recognise how the industry can help to support more sustainable behaviours,

3. understand how to avoid greenwashing in advertising.

Participants can test their knowledge through a range of interactive content, including quick quizzes at the end of each module and practical tips to implement in their day-to-day work. Successful completion of a final multiple-choice exam provides with a digital certificate of completion and a MIPA star.

We are grateful to the leading advertising and sustainability experts who developed and tested the certification, which empowers professionals with the knowledge to put into practice the essential techniques that are all geared towards positive climate action.

The qualification is available on the IPA’s globally recognised CPD platform.

The pressing challenge of climate change requires a system-wide and fundamental response from our industry to change the way we work in order to change the work we make. This updated training qualification arrives at the right moment for us to take responsibility as individuals to learn and put into practice techniques and approaches that are all geared towards positive climate action. I encourage everyone in our industry, from brands through to agency teams, from media-owner sales teams to ad tech providers, to take the time to achieve this qualification.

Sebastian Munden, Chair, Ad Net Zero and former EVP, Unilever UK & Ireland

This year, we rolled-out Ad Net Zero training to our Creative Shop team across EMEA. It's essential to empower our creative strategists in leading sustainability-related conversations with brands, production partners and media agencies. The training is a step forward for our industry to enable a consistent approach to reducing emissions across the advertising process. Understanding tools like Change The Brief, Eco-effectiveness measurement, as well as resources on how to avoid greenwashing are particularly useful to creatives strategists focused on net zero campaigns. I'm excited to see the impact on both society and business that will come from the broader adoption of Ad Net Zero.

Isabelle Quevilly, Director Creative Shop UK, Meta

The Ad Net Zero Training has been an invaluable tool in educating and inspiring our teams across all departments. Awareness of climate change keeps growing, becoming a key consideration for both our Group's internal sustainability goals and those of our clients. This training has helped educate our staff on what climate change is, what we can individually do and how we can help clients be more sustainable in their communications strategy and production. It has sparked interesting debates and briefs and we hope to grow the training globally as a key tool in helping our industry shape a positive future for people and planet!

Joanna Yarrow, M&C Saatchi Life Founding Partner

Who is it for?

Individual Professionals

This qualification is for anyone in the industry who wants to learn more about how to work in a more sustainable way and wants to be part of the change required by the sector in this critical decade for climate action.

Companies

Encouraging completion of this course will demonstrate a company-wide commitment to action on the climate crisis as well as ensuring employees have an up-to-date understanding of the opportunities and challenges facing our industry on the path to net zero.

Cross-companies

The course also aims to drive dialogue with agencies and clients alike to embed sustainable goals in campaigns across the industry.

How the course works

Learning is delivered via five modules to help participants understand the key concepts related to our climate future, case studies of leading companies driving better business results through sustainability, and where to seek out tools to implement strategies. The course also offers optional further reading and deep dive resources.

Module 01

Climate fundamentals

The history of climate change, and overview of key terms, policies, initiatives and organisations to be aware of.

Module 02

Business Case for Sustainability and changing the way we work

About ‘changing the way we work’, and covers an overview of the business case for sustainability. It takes a closer look at advertisers’ climate impacts, and offers a deeper dive into some key initiatives and elements. 

Module 03

Ad Net Zero and the Five Action Plan

Introduces ‘Ad Net Zero’ including the origins of the programme, an overview of the Action Plan covering actions across business operations, production, media, events & awards, and advertising's messages.

Module 04

Supporting more sustainable behaviours

A deeper look at Action 5 pillar and the potential for advertising to support more sustainable behaviours, with an introduction to the #ChangeTheBrief initiative, and practical ways to incorporate into the strategy and creative process.

Module 05

Rules and regulations around greenwashing in advertising

An overview of the regulatory landscape and reviews examples of rulings by regulators - for example, in the UK, ASA - and provides global examples for those taking the international training.

Best practice in sustainability for advertising professionals

Who is it for?

How the course works

Best practice in sustainability
for advertising professionals