Carbone 4 x FranceTV Publicité Partnership

Create a carbon score unpublished TV commercials: that is the goal of this partnership between Carbone 4 and FranceTV Publicité. A first in France in the advertising industry.

In practical terms, this involves assessing the “carbon performance” of promoted products in front of millions of television viewers through advertising campaigns, based on our #SCAP methodology: establishing a Paris Agreement Compatibility Score, adapted here for the advertising sector.

By going beyond simply measuring the carbon footprint and supplementing it with an analysis of products, their use, and their alignment with the low-carbon transition.

More than 200 advertising campaigns related to the transportation and mobility sectors have already been analyzed.

This initiative allows us to shed light on a crucial issue: the influence of advertising on consumer behavior, at a time when it is more necessary than ever to align our habits with the national goal of reducing our emissions.

"The less products promoted in advertising align with a low carbon footprint, the more consumers are subjected to messages that contradict public discourse on reducing greenhouse gas emissions." refers to our partner Jean-Marc Jancovici.

What's next? France Télévisions will soon launch a short, recurring program to guide its audience (an average of 30 million daily viewers on France.tv) toward taking the right steps to reduce one's own carbon footprint.

Carbone 4 would like to express its appreciation for this partnership opportunity, and especially to Marianne Siproudhis, CEO of FranceTV Publicité, for helping to spark a discussion about the industry and shift consumer perceptions and choices toward more sustainable models.

We hope it will inspire all advertising agencies and encourage brands to adopt more ethical advertising practices and make changes toward a more sustainable approach.

To learn more, Click this link.

Do you have a specific question? Do you need assistance with Our SCAP Methodology ? Please feel free to contact our experts.