FranceTV Publicité announces partnership with Carbone 4 to create a new kind of advertising scoring

Press releases
June 5, 2025

FranceTV Publicité is going the extra mile in terms of environmental and social responsibility by signing an innovative partnership with Carbone 4, an independent consulting firm specialising in low-carbon strategies and adaptation to climate change.

This partnership is based on a pioneering, robust and scientific methodology. This will allow FranceTV Publicité to speed up the fulfillment of its commitments, with an approach that goes beyond carbon-based indicators. Although carbon footprint indicators do provide an essential overview, this can be used in conjunction with product analysis, in accordance with the low-carbon transition set by the Paris Agreement. The Carbone 4 method has been adapted to the advertising sector, allowing us to assess the carbon performance of a product in relation to its use.

This assessment tool covers three major advertising sectors: mobility, food and energy, which make up almost 70% of France’s carbon footprint.

More than 200 campaigns in the transport and mobility sector were assessed by FranceTV Publicité during the first wave of the initiative.

This will be followed up by the food and energy sectors in September.

"This partnership with Carbone 4 is an important milestone in our sustainability journey. By joining forces with a leading player, well known for its expertise in low-carbon strategy, we are choosing to evaluate the impact of the advertising campaigns we broadcast. It is a practical solution that will help support our partners in their own green transitions, in accordance with the goals of the Paris Agreement. This initiative reflects our ambitions of being a driver of change within the sector, by using advertising to help reduce our carbon footprint—for companies and citizens alike. We believe in virtuous, responsible advertising that reflects society’s expectations. By raising awareness among a large audience, advertising can also help to encourage the French public to adopt more sustainable behaviours. It is a real step towards striking the right balance between performance, sustainability, and usefulness.”

“Advertising’s primary goal is to guide the behaviours of consumers, by persuading them to buy specific products or services. When there is less advertising for low-carbon products, consumers are more likely to be influenced by messages that go against efforts to reduce greenhouse gas emissions. By partnering with us to evaluate how well their broadcast messages align with the country’s low-carbon goals, FranceTV Publicité is paving the way for broader industry-wide discussions on how advertising can evolve in a world undergoing transition. "We are delighted to have contributed to this initiative, which we hope will lead to useful changes in practice.”