01
The products and services promoted
The largest indirect impact: advertising steers consumption. That's why advertiser selection is our first lever.
Our commitments
Advertising's impact, and our commitments to change it
Understanding
The 3 dimensions of advertising impact
02
The imaginaries created
Advertising narratives shape our desires. Greenwashing is the most toxic example: it disarms consumers' vigilance.
03
The direct carbon impact
Production and diffusion emit CO₂. A real lever, but one that must never serve as an alibi for the first two.
Our public framework
Our 8 decisions for more responsible campaigns
- Advertiser selection through a public charter and an independent committee
- Anti-greenwashing review of every message
- Low-impact content creation (reusing existing footage)
- Choosing lower-emission channels, audio before video
- Estimated carbon footprint for every campaign
- Diffusion optimization to reduce emissions
- Awareness: courses, conferences and publications
- Lean, fast websites, good for the climate and for SEO
We are far from perfect
Our activity still generates a carbon footprint, and some trade-offs remain imperfect. We'd rather say it, and publish our approach, than hide it.
These commitments in practice