Dentsu Inc. and TBS Collaborate on Carbon-Neutral "Green Commercials"

Dentsu Inc. in collaboration with TBS Television has developed "Green CM," which calculates greenhouse gas emissions associated with the broadcast of television commercials and achieves carbon neutrality (net zero greenhouse gas emissions). "Green CM" will be implemented on TBS's program "Seventeen Goals: What We Can Do for the Future" starting Tuesday, November 1.
The program will be broadcast locally in the Kanto region every Tuesday from 10:57 p.m. to 11:00 p.m. until Tuesday, November 29.
Greenhouse gas emissions associated with advertising and promotional activities are classified as Scope 3*1 under the GHG Protocol, and are a particularly important issue for companies with extensive advertising and promotional activities in their efforts to achieve carbon neutrality.

To address this issue, Dentsu Inc. has developed a scheme that calculates greenhouse gas emissions associated with television commercial broadcasts based on the GHG Protocol*2 and purchases J-Credits*3 (derived from renewable energy) equivalent to the emissions on behalf of its clients and provides them to advertising companies. With "Green CM," advertising companies can implement carbon offsets through this scheme.

Carbon Offset Initiatives by Companies in "Green CM"

In addition to "Green CM," Dentsu Inc. will purchase credits to offset greenhouse gas emissions associated with the planning and preparation activities for this project, while TBS will purchase credits to offset emissions associated with the production and broadcast of the television program "Seventeen Goals: What We Can Do for the Future." In this way, the three parties—the advertising companies, Dentsu Inc. and TBS—will contribute to achieving carbon neutrality. *4

*1
Emissions categories established by the GHG (Greenhouse Gas) Protocol, an international standard for calculating and reporting greenhouse gas emissions. Scope 1 refers to direct greenhouse gas emissions by the business itself, Scope 2 refers to indirect emissions associated with the use of electricity, heat, and steam supplied by other companies, and Scope 3 refers to indirect emissions other than Scope 1 and Scope 2 (emissions by other companies related to the business's activities).

※2
Utilizing "ENERGY X GREEN" (https://green.energyx.jp/), a carbon management cloud service provided by booost technologies that enables visualization, management, and reporting through automated calculation of CO2 and other emissions.

※3
A system where the government certifies reductions or absorptions of greenhouse gases as "credits".

※4
This assumes that each company implements all feasible greenhouse gas reduction measures within its own operations, then offsets the remaining unavoidable emissions through credit purchases.