Cover -- Contents -- List of figures and tables -- Preface -- Acknowledgements -- Useful terms and phrases -- 01 Welcome to sustainable advertising -- Our motivation for writing this book -- A leadership moment -- The five actions -- One step at a time, quickly -- Welcome: summary -- References -- 02 Greenwashing, and how to avoid it -- The role of the ASA -- Presenting to the ASA and learning lessons from tobacco -- The rules and regulations -- 5 ASA principles to follow -- Global campaigns: General principles - national rules -- Individual countries: from self-regulation to the law -- Educating young people about how to spot greenwashing -- Greenwashing, and how to avoid it: summary -- References -- 03 Getting our own house in order -- The importance of setting and reporting a plan with science-based targets -- Tracking the industry's paths to net zero emissions from operations -- First practical steps you can take to reduce emissions -- Individual responsibilities -- What does the data say? -- So, what can be done? -- Above and beyond -- Tips for sustainable advertising operations -- Carbon offsetting -- Training and development -- Getting our own house in order: summary -- References -- 04 Reducing emissions from ad production -- Learning from the film and TV industry -- Introducing AdGreen -- AdGreen's origins -- AdGreen's first annual review -- Advice for brands and their partners -- Advice for creative agencies -- Advice for production and service companies -- Green the bid -- Looking to the future - can virtual production be ad production's silver bullet? -- Reducing emissions from ad production: summary -- References -- 05 Reducing emissions from ad distribution -- The advertiser POV -- The agency POV -- The media owner POV -- The academic view on advertising emissions -- TV -- VOD -- Social media -- Print.