1. Purpose
This standard translates TFG environmental commitments and ISO 14001 environmental-management practices into consistent media planning, buying, optimisation and reporting principles. It does not treat sustainability as a substitute for performance, quality or client objectives.
2. Application
The standard applies to media plans and campaigns where TFG controls or materially advises planning, buying, optimisation or reporting. Client objectives, available data, market conditions and contractual requirements determine the applicable measures.
3. Planning principles
Reduce avoidable impression waste through appropriate reach, frequency and audience strategy.
Consider channel, format, supply path, data intensity and creative weight where evidence is available.
Use contextual or privacy-forward approaches where appropriate and effective.
Set sustainability measures only where definitions, data source and decision use are clear.
4. Buying and activation
Prioritise quality, viewability, fraud controls and verified supply appropriate to the campaign.
Use direct or curated supply paths where they improve transparency, quality or efficiency.
Avoid claiming that attention, viewability or premium inventory is low carbon unless supported by an approved methodology.
Record material supplier environmental claims and evidence where used in planning.
5. Optimisation
Monitor frequency, non-viewable delivery, invalid traffic, underperforming placements and creative fatigue.
Reallocate or stop activity where additional delivery creates low incremental value or avoidable waste.
Balance environmental and performance measures transparently; escalate material trade-offs to the client.
6. Carbon measurement
Carbon estimates may be reported only where an approved methodology, defined boundary, reliable input data and responsible owner exist. Estimates must state the provider, scope, assumptions, exclusions and unit. Carbon-per-outcome comparisons must not be presented as precise or directly comparable across channels unless the methodology supports that conclusion.
7. Governance and evidence
Environmental objectives and measures recorded in the campaign brief or measurement framework where applicable.
Evidence retained for supplier claims and carbon inputs used in client reporting.
Material methodology changes documented.
Lessons incorporated into planning templates and training.
8. Relationship to ISO 14001
This standard supports TFG’s environmental-management approach and sustainability programme. Claims about certification, scope or accredited entities must use the current certificate and approved sustainability wording.