Best practice in sustainability
for advertising professionals

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

The UK training (2022) and a separate training are available with a specific module aimed at helping international advertising professionals understand the rules and regulations globally. The online course, which should take a maximum of 8 hours, includes modules outlining specific techniques to:

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

2. recognise how the industry can promote sustainable behaviour change

3. understand how to avoid greenwashing in advertising.

The course itself is set out so that 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. It is delivered via five modules and a final multiple-choice exam, with a digital certificate of completion and a MIPA star awarded to successful participants.

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?

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 and where to seek out tools to enable them to act in their professional role and as a member of society. The course also offers further reading to deepen understanding of the topics, but this is optional.

Module 01

Climate fundamentals

Climate change, its history and current key legislation, policies, initiatives and organisations to be aware of.

Module 02

Ad Net Zero

A deep dive into Ad Net Zero, its origins, ambitions and the action plan needed to drive change through the UK advertising industry.

Module 03

Changing the way we work

A step-by-step guide to the actions we need to take as individuals and businesses, exploring the proportionality of impacts and decisions e make around all aspects of the way we work.

Module 04

Sustainable behaviour change

An introduction to the #ChangeTheBrief initiative, focusing on how the skills and influence of the industry can be applied to promoting sustainable lifestyles with practical ways to incorporate action into the creative process.

Module 05

Understanding the rules and regulations around greenwashing in advertising

A guide to good work practice in making environmental claims. It helps you understand the regulatory landscape, reviews examples of rulings by regulators - for example, in the UK, ASA - and provides global examples for those taking the international training. It also offers practical tips for both agencies and clients.

Best practice in sustainability for advertising professionals

Who is it for?

How the course works

Best practice in sustainability
for advertising professionals