Dentsu Group Joins Development of Carbon Calculator for Japan’s Advertising and Marketing Industry

- JAAA, JAC, and JACE Collaborate to Build a Foundation for
Reducing Carbon Emissions in Advertising -

Dentsu Group Inc. (Brand: dentsu; Headquarters: Dentsu Group Inc.; Location: Minato-ku, Tokyo; President & Global CEO: Hiroshi Igarashi) announced it has joined forces in Japan with the Japan Advertising Agencies Association (JAAA), the Japan AD. Contents Association (JAC), and the Japan Association for the Promotion of Creative Events (JACE) to jointly develop a “Carbon Calculator.” This initiative, exclusive to Japan, is designed to visualize and calculate carbon emissions from clients' advertising and marketing activities, supporting the industry's emissions reduction efforts.

The objective of this Japan-focused initiative is to develop a system that quantifies greenhouse gas (GHG) emissions from clients' advertising and marketing activities and to establish a shared platform for adoption throughout the Japanese advertising industry.

With the growing importance of reducing GHG emissions, Japan's advertising and marketing sectors urgently need a unified system to measure and manage emissions. This joint effort aims to provide a calculator and transparent standards for use by advertising agencies, production companies, and event firms across Japan.

The Carbon Calculator is being designed based on international standards and best practices from Japan and overseas. Following further refinement and testing, the tool is planned for full-scale implementation across Japan's advertising industry. Guidelines will also be developed to ensure a framework for all stakeholders.

Media Inquiries:
Jumpei Kojima, Toru Nakagawa
Group Corporate Communications Office, Dentsu Group Inc.
Email: group-cc@dentsu.com