09 Dec 2010 10:12:08

Marketing campaign carbon calculator launched

A new tool has been launched by Starcom MediaVest Group (SMG) and Envido that will allow businesses to calculate the carbon footprint of advertising campaigns.

CarbonTrack, which has been developed in association with the Carbon Trust, has provided a benchmark for the UK advertising industry, estimating it produces two million tonnes of CO2 each year.

This figure is equivalent to the carbon footprint of heating 364,000 homes for 12 months.

The system is capable of taking into account emissions produced from "TV to radio, outdoor, magazines, newspapers, digital display and search".

Ifti Akbar, co-managing director of Envido, energy, carbon and sustainability consultants, said the development reflects the fact carbon accounting is becoming "more sophisticated and widespread".

"Companies utilising CarbonTrack will be ahead of the UK legislation curve and actively contributing to reducing the emissions of their industry," he added.

Over 100 different suppliers have so far provided CarbonTrack with data, however, the system will not allow direct comparisons between different media enterprises.

The Guardian News and Media Group was recently awarded the Carbon Trust Standard for cutting its emissions by 28 percent in three years.