Net zero requires emissions to be reduced to as close to zero as possible, with any residual emissions addressed through removal based measures where total reduction isn’t possible. The UK’s advertising industry is working to be net zero by 2030, led by Ad Net Zero.
Jargon Buster
OBA self-regulation
Developed by leading industry associations to apply consumer-friendly standards to online behavioural advertising across the Internet, the self-regulatory program consists of seven principles that correspond with the “Self-Regulatory Principles for Online Behavioral Advertising” proposed by the Federal Trade Commission in February 2009 that also address public education and industry accountability issues raised by the Commission. In Europe, the the OBA self-regulatory programme is administered by the European Interactive Digital Advertising Alliance (EDAA).