FIFA's 2026 World Cup polluted an estimated 9 million tCO2e. This blog breaks down the flights, private jets, sponsors and human cost behind that number, and asks why a tournament sponsored by the world's biggest oil company still calls itself sustainable.

AI is becoming part of the infrastructure of advertising. That means responsible media can no longer stop at carbon measurement. It needs to connect carbon, advertised emissions, AI governance, culture and trust into the way media businesses actually work.

At ZeroBees, we help organisations uncover and reduce their carbon emissions — especially in complex sectors like digital media. One of the most powerful examples of this is our work with The Independent, the UK’s leading fully digital news brand.