The Global Media Sustainability (GMSF) Framework is a voluntary industry framework for measuring greenhouse gas emissions from media campaigns consistently across channels. This article breaks down what it is, the problem it solves, what it tracks, and what adopting it does, and doesn't, actually mean.

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.