FAQs & CONTACT US2024-02-14T16:37:58+00:00


You will find the contact form at the bottom of this page.

Before contacting us please read through the FAQs below as we may have already answered your question.

Carbon calculator FAQs

Can I use the tool to show the difference between how we were going to approach a project, and how we did it in reality i.e. to show a reduction?2023-07-19T17:07:30+01:00

If you would like to show the reductions that were made, we would recommend creating two projects, one in the way it would have been done and how it was actually done.

How long will it take to add all of a project’s activities?2023-07-19T17:08:04+01:00

This depends on a number of factors: 

  • The scale of the production (the budget, basically)
  • The number of locations
  • The number of contributor companies involved
  • How familiar the contributor companies are with the tool and whether they have used it before
  • When the information is logged – we would recommend it’s started early and then simply tweaked as the project progresses, in the same way a budget would be, rather than trying to do it all at the end
  • How readily available the information is (i.e. whether suppliers have been notified upfront that they will need to provide specific details and whether they are able to do so at the point of invoicing)
  • Whether entries can be grouped together (see next question)
  • Whether any amendments are required once the AdGreen team have reviewed the project (see Reviewing question in the section above)
Can I group entries together?2023-07-19T17:08:26+01:00

There will often be opportunities to collate entries. As an example, 25 crew cars can be expressed as a total number of miles rather than individual items, e.g.:

25 medium cars * average of X miles per day return * X shoot days = X miles

Can I input entries based on spend data?2023-07-19T17:08:55+01:00

Yes, many of the fields have an option to input by spend, e.g. Taxis, Generator Fuel.

What if we can’t get hold of exact numbers?2023-07-19T17:09:17+01:00

Some fields have benchmarks you can use instead, e.g. energy consumption in production spaces. For those which don’t, the more accurate you can be, the better, however we understand it is not always possible to obtain exact information.

Do we enter production offices in non-filming spaces?2023-07-19T17:09:38+01:00

Only enter production offices if it is a line item in the budget that you’re working with. In most cases we expect it won’t be, as office overheads are part of markup. However it might be that you’re a service company organising an office for a visiting team, and charging this cost back. In this case, yes it should be entered.

Should we enter water or heating for spaces?2023-07-19T17:09:55+01:00

Only enter water or heating for spaces if it’s detailed on your invoice. In most cases we’d not expect to see water consumption or heating included in project footprints.

I’m not sure which types of meals everyone consumed, is there an average option?2023-07-19T17:10:25+01:00

Meals are input by type: vegetarian, fish, chicken etc. There isn’t currently an ‘average’ option, but if the caterer is unable to tell you, and no special requests were made of them (e.g. 100% vegan please!), then a 30% veggie 30% fish and 40% beef or chicken is a good rule of thumb. And if you’ve got people staying overnight, don’t forget to include evening meals!

I am buying some props for the production – how do I account for them in the tool?2023-07-19T17:10:49+01:00

There are infinite possibilities for props, so individual ones are not currently accounted for in the calculator beyond the available inputs in the Materials section (e.g. Timber, Paint, Textiles).

Can I set up a test project to get a sense of how it works and train my team?2023-07-19T17:11:11+01:00

We recommend that users set up test projects to have a play and train their teams if they wish. For good housekeeping, please delete the test project when you’re finished exploring.

I’d like my team to have some training on the calculator – what the best way to do this?2023-07-19T17:11:52+01:00

They can watch a full walkthrough on this page, and look through all the latest resources, including the How To videos above. We recommend that companies work together internally and set time aside to share skills and get to know the calculator. We’d recommend you ask your regular production partners to do the same. 

How can we make sure our suppliers help us complete footprints as quickly and easily as possible?2023-07-19T17:13:49+01:00

Letting suppliers know the information you’re likely to need at the time of booking will mean they can provide it more easily when requested. This is another reason to begin your footprint early as it will give you the oversight of what you’re going to require. They can also visit our ‘step by step guide for suppliers’ page which will provide more information. 

What is activity information and who enters it into a project?2023-07-19T17:06:54+01:00

For more information on entering activity information see here – How to input activities.

Who can see the budget figure for each project?2023-07-19T17:17:15+01:00

The project budget, which is entered by the PPP, can only be seen by the PPP users attached to the project, plus the PPP’s admin(s), plus any reviewer company users. Schedule 2 of the tool T&Cs covers which company types do what in the tool, and which company types see what in the tool.

Who can see the detail of the activities entered into each project?2023-07-19T17:17:36+01:00

The PPP and reviewer companies assigned can see all activity forms input by the PPP and the TPPP. The TPPP only have visibility of the data they input and an overview of the carbon emissions for everyone on that project. Schedule 2 of the tool T&Cs covers which company types do what in the tool, and which company types see what in the tool.

Can I download my campaign or project data?2023-07-19T17:24:21+01:00

The ability to download a .csv file of projects, which you’ll be able to sort and filter in a multitude of ways, is already available to all users – see here how to do this – How to download a CSV file of your emissions data.

Can I have my project or campaign certified?2023-07-19T17:24:48+01:00

Those familiar with albert will know that they offer certification of footprints, which requires a certain number of sustainable production criteria to be met, and evidence provided by the production team is audited by albert staff. We’re looking at what an AdGreen equivalent might look like, along with the resources required to bring it to life. Sign up to our newsletter for updates.

How do I purchase offsets?2023-07-19T17:25:10+01:00

You can offset with our partner, Ecologi, either accessing their services via the calculator (a link appears once a footprint is Complete) or you can go direct to their website anytime.

We would like to offset out footprint when it’s complete. How much money should I set aside?2023-07-19T17:25:29+01:00

We advocate for offsetting ONLY once any available reductions have been made. Projects completed in the tool during 2022 range from 1.5 Kg to almost 130 metric tonnes CO2e. The average project size from 2022’s data was 4.7 metric tonnes CO2e, although for projects with a budget of £50,000+ per shoot day the average was 12.7 metric tonnes CO2e. Generally speaking carbon follows cost – a large scale production will likely have a larger footprint.

You can of course use the calculator to do a rough estimate when you’re budgeting a job – the calculator will give you an offset cost as well as a total co2e amount, as soon as you add the first activity.

Who should pay the offsetting costs?2023-07-19T17:25:50+01:00

It will be up to the advertiser if they wish to pay for this (and whether they do it directly or via their Principal Production Partner or Third Party Production Partner), and whether they use AdGreen’s offset partner (Ecologi) or not

I am already offsetting my unavoidable emissions through an existing partner. Do I need to do it with Ecologi?2023-07-19T17:26:08+01:00

Carbon offsetting with Ecologi is optional. You can use your own offsetting company if you prefer.

Can you share the methodology for the tool?2023-07-19T17:26:45+01:00

The core calculator of the tool, including all of it’s inputs, formulas and factors, is exactly the same as albert’s. You can read their methodology above.

If the renewable/green energy box is not checked, which emission factor is used for the power – average grid carbon intensity or residual grid intensity (i.e. grid factors without green power)?2023-07-19T17:27:05+01:00

An average emissions intensity is used as we take a market based approached to accounting for renewable energy.

How do I know if we’re the Principal Production Partner or not?2023-07-19T17:35:45+01:00

The PPP is whoever is working directly with the client and will be billing them for the majority of the production costs. In most cases the PPP will be an advertising agency, and the TPPP will be a production company.

Can I use AdGreen if I’m based outside the UK?2023-07-19T17:29:17+01:00

You’re welcome to take the training, use the calculator, and access resources even if you’re based outside of the UK,

Is the calculator free to use?2023-07-19T17:31:44+01:00

The calculator is free at the point of use. AdGreen is funded by a 0.25% levy on production spend, find out more about the AdGreen levy on the about us page.

We’re a post house, should we sign up for the calculator?2023-07-19T17:32:02+01:00

As a post house, unless you also work on productions in your own right, there is no need for you to have an account as the contributor companies will input the information for the items in their respective budgets, including time spent in post-production spaces.

I supply productions with equipment or other service (e.g. catering) – can I have an account?2023-07-19T17:32:25+01:00

Contributor companies will input the information for the items in their respective budgets, including equipment mileage, number of catering heads and studio power units. Get in touch with your regular clients to see what data you will need to provide on your invoices so that they can complete their footprints more easily.

Does the calculator cover ‘digital’ projects?2023-07-19T17:32:46+01:00

The calculator covers any collection of activities resulting in motion, stills or audio content, which is to be used for advertising purposes, no matter the media it will be used on.

Can I use the calculator for music videos?2023-07-19T17:33:03+01:00

Music videos advertise the artists who have produced the music so they would go into the calculator. You will need to ask the record company to register as the ‘brand’.

What about an experiential event we’re putting together for a client?2023-07-19T17:33:26+01:00

The calculator it’s for motion, stills and audio projects only. For events, we’d recommend getting in touch with our friends at Isla and checking out their TRACE carbon calculator.

What about the impact of the media our advertising content will be streamed on?2023-07-19T17:33:58+01:00

You cannot measure the impact of media in the calculator, we would recommend checking out the IPA’s Media Climate Charter for details of their tool.

Can I calculate the footprint of broadcast production?2023-07-19T17:34:28+01:00

BAFTA’s albert is the home of environmental sustainability for film and TV. You can calculate the carbon footprint of your long-form work for broadcast with them, free of charge.

How do I get started using the carbon calculator?2023-07-19T17:34:44+01:00

To get started please see our resources guides, which cover everything from how to videos, terminology we use and what to include and exclude. You can also check out our bite size walkthrough. 

I’ve requested access to the calculator as a new company and haven’t heard back yet?2023-07-19T17:35:02+01:00

Each company who requests a new account is set up by our small team. We will respond to your request as soon as possible. Or get in touch with us at calculator@weareadgreen.org.

Who can use the AdGreen carbon calculator?2023-07-19T17:28:19+01:00

The calculator and everything that AdGreen provides is for the advertising production community and advertisers.

We are a production company working direct to client. Can we assume the position of the Principal Production Partner and set up the campaign ourselves?2023-07-19T17:36:05+01:00

If you are working directly with the client you are the PPP and should set up the campaign and project(s) within it.

We are a production company who are keen to calculate, but the advertising agency (who would be the PPP) isn’t engaged with the tool yet. Can we go ahead and set up the project ourselves, even though we’re technically the TPPP?2023-07-19T17:36:37+01:00

Ideally the advertising agency registers and then sets up a campaign and project. We understand each company is on their own journey with regards to production sustainability and there are some who are much further ahead than others. If it appears that they won’t be registering in time, then please go ahead and create the campaign.

We are an advertising agency who are keen to calculate, but the production company isn’t engaged with the tool yet. Can we enter their activities for them?2023-07-19T17:37:19+01:00

Ideally all parties register to use the tool and enter activities as per their budget. We understand each company is on their own journey with regards to production sustainability and there are some who are not as far ahead as others. If it appears that they won’t be registering in time, then please enter their activities if you are able to obtain enough information to do so.

I’m a PPP and have a job that three TPPPs are bidding on. Is there a way to capture the different bids and compare them?2023-07-19T17:37:55+01:00

The easiest way to do this is to create a campaign as normal, and then create 3 projects with the same attributes as needed. One TPPP should be added to each of the projects, and the TPPP should then add the activities in line with their bid/budget. For a full picture, the PPP should also add their activities as relevant to the bid. Only the winning project (bid) should be sent to AdGreen for review, once completed. The other projects can remain ‘In Progress’, or be deleted.

I’m a PPP and trying to add a TPPP to my project, but I can’t see the company I’m working with on the drop down list?2023-07-19T17:38:15+01:00

This means the company is not yet registered to use the tool. You can invite them to join you and start the registration process via the calculator.

I want to submit my project for review but the brand is not yet in the tool and so can’t be added to the campaign?2023-07-19T17:38:38+01:00

If you have searched for the brand and you can’t find them listed, then you can create them as a ‘ghost brand’ (no admin/users attached). Don’t forgot to reach out to your brand contact via the tool.

What does the AdGreen team do when they are reviewing our footprints?2023-10-12T10:52:25+01:00

Submitted and resubmitted projects which meet both of the following criteria will be reviewed:

  1. A budget of at least £50,000 in total (or equivalent in other currencies) AND
  2. A total footprint of at least 2 tonnes CO2e

Where projects do not meet both criteria, every 20th project will be reviewed, as a ‘spot check’. Projects that do not meet this criteria will be automatically approved.

Once a project has been submitted for review, the AdGreen team will perform a number of sense checks:

  • Getting a sense of the project by looking over the attributes provided e.g. number of shoot days, budget etc – this gives an idea of what kind of things we should expect to see and from which contributor company
  • Looking at each activity area in relation to the project details, to see if there are any activities we think might be missing, or there that we wouldn’t expect, or activities that feel too low or too high against our internal benchmarks
  • Looking at the detail of each activity to see if data has been input correctly

After the review is done, we’ll add any messages for the contributors and mark the project as either ‘Complete’, or ‘Amendments Needed’. The contributor companies who need to make amendments will then receive an email notification. After the amendments are made by the relevant parties, the project can be resubmitted for review.

Who gets notifications when projects are submitted for review and when a project is marked as complete?2023-07-19T17:39:26+01:00

In both of these cases, the following people will get notifications:

  • The individual user who created the project 
  • Individual users who have been invited to the project from the PPP and TPPP(s)
  • Other admins at the PPP who did not create the project (N.B. they can still see the project on login, as they can see all projects for their company)
  • Other admins at the TPPP who are not invited to the project (N.B. they can still see the project on login, as they can see all projects for their company)
  • Relevant admin/users of the reviewer companies, such as the brand and production consultancies 

At present, the following people to do not get notifications:


  • Individual users at the PPP and TPPP(s) who are not invited to the specific project
  • Individual users at any of the reviewer companies assigned to the project (N.B. they can still see the project on login, as they can see all projects their company is assigned to)
What about when amendments are requested by AdGreen?2023-07-19T17:41:07+01:00

When amendments are requested, the AdGreen team will indicate in the tool which parties need to make the amendments. Notifications are then sent to the relevant people at the PPP (as per above question) as standard for their reference, and if applicable, to the relevant people at the TPPP too (again as per above question). Individual users at any of the reviewer companies assigned to the project are not sent a notification.

My contract is finishing, do I need to hand over the campaign or project to another person?2023-07-19T17:05:30+01:00

All of the admins at your company will automatically have an overview of the campaign/project and it will remain visible to them after you have finished your contract, even if you or an admin deletes your account. You can also invite other calculator users from your team to the campaign/project before you leave, if you want them to have an overview after you’ve left.

Amendments have been requested on my project footprint, but the TPPP’s team members have finished their allocated production time. What can I do?2023-07-19T17:06:24+01:00

We recommend filling in the calculator as early in the production as possible in order to complete the footprint before contracts end. If there are only a few items which need to be entered following completion it should only take a few minutes, and could perhaps be accommodated by the TPPP during this learning stage of using the calculator. Alternatively, you can estimate the items based on your own knowledge of the work completed and enter them in to your own part of the footprint.

Resources and training FAQs

Why does switching from business flights to economy flights make such a difference?2023-07-24T17:08:26+01:00

Switching from business flights to economy flights reduces emissions by 60% on average. This is because the proportion of the flight’s carbon which is allocated to each seat is relative to the amount of space the seat takes up. Economy seats have a smaller carbon footprint because they have a smaller actual footprint!

What other costs might advertisers expect to see in their budgets to make a shoot ‘sustainable’?2023-07-24T17:13:38+01:00

Some Principal Production Partners and 3rd Party Production Partners may choose to add other costs to facilitate ‘green production’. For example, this could be a ‘green’ runner or specialist recycling services for a particular material which is being used. Just like any other line item, it would be up to the production supplier to advocate for the value in these items (ideally in tandem with the reduction in emissions they will affect), and it would be at the discretion of the client as to whether they are happy to pay for these line items.

We already work with a ‘green consultancy’ – can we keep doing that?2023-07-24T17:13:19+01:00

Advertisers and Principal Production Partners are of course free to work with ‘green’ consultancies/consultants, independent of engaging with AdGreen’s offerings.

However, if the advertiser’s Principal Production Partner is using the resources, tools and training provided by AdGreen, it is hoped the advertiser would contribute to the AdGreen Levy, and that their Principal Production Partner would be happy to collect it from them on AdGreen’s behalf. N.B. It is recommended that the levy is not applied to green consultant costs, on principal. However, this is not included in the official exclusions noted in the levy guide.

Does it cost more to produce advertising work in a more sustainable way?2023-07-24T17:12:47+01:00

This really depends on the scale of the production and the elements involved. Generally speaking, carbon follows cost, so the smaller the budget the smaller the impact is likely to be. The majority of carbon for the average footprint is associated with air travel. If this is removed (e.g. attendees are replaced with local crew), there is a cost (and carbon) saving of the flight, hotel and per diem / meals. Similarly if less waste is produced, it should cost you less to remove from the shoot. In the same way, reducing power needs to save carbon from electricity or fuel consumption should result in lower costs – as studios usually charge by the unit for example, and generator companies by fuel used.

Some products and services which support reduced carbon production of the work we make may be higher, whilst they are newer and demand is not as high, but we hope these will continue to fall as demand increases.

Who pays for AdGreen and how much?2023-07-24T17:12:18+01:00

AdGreen offers its tools, resources and training free at the point of use to those in the advertising production community. It is the advertising agencies and production companies who have need to measure and reduce the carbon associated with the activities being undertaken, in order to produce work for the advertiser. Therefore, AdGreen’s recommendation is that advertisers contribute to the AdGreen project via the AdGreen levy (a 0.25% charge on top of production budgets). These contributions ensure that the tools, resources and training can continue to be offered to their production suppliers.

What’s the value of all of this, for the client?2023-07-24T17:11:44+01:00

Many companies are now engaged with their own carbon reduction targets. Whilst advertising production may be a small piece of the overall pie for some, it’s still a contributor to the bigger picture. By joining the conversation, each party involved can play their part in reducing emissions as much as possible. Big infrastructure shifts are required to get to zero, but the more companies involved in the discussion the better, as more demand should open up more supply. It’s very likely we’ll also see mandatory scope 3 reporting (as well as scopes 1 and 2) for more and more organisations – so getting involved in carbon calculation now will help you get prepared. We can already imagine a future where those servicing the advertisers are working to a carbon budget as well as a financial one.

We want our company to be carbon neutral – how do we go about it?2023-07-24T17:11:13+01:00

For dealing with your operational footprint (i.e. emissions associated with the day to day running of your business, as opposed to those relating to specific projects), we recommend engaging a consultancy to help you define a scope of measurement, and set benchmarks and targets. There are plenty around and we’re happy to provide a recommendation if you’d like to email us.

I want to learn more – what’s a good next step?2023-07-24T17:10:53+01:00

Check out Planetmark’s Carbon 101 session which took place at a summit we were part of. You could also buy a (used) copy of Mike Berners Lee’s How Bad Are Bananas? which gives you carbon information for a whole host of everyday things. It’s also where we get some of the stats for our training session – which is also a good next step, take our training!

What about offsetting?2023-07-24T17:10:10+01:00

You should reduce everything you possibly can in the first instance before resorting to offsetting. However there are likely to be unavoidable emissions in almost every advertising production footprint and to be carbon neutral you will need to offset them. As part of the AdGreen carbon calculator, you can predict carbon emissions, enabling you to allocate money in your budget to offset the unavoidable emissions at the end of your production. Once your project has been reviewed by the AdGreen team, you’ll be able to access the Offsetting hub direct from your final footprint.

What does the ‘greenest shoot ever’ look like?2023-07-24T17:09:18+01:00

That would be one that tries to reduce its transport and energy needs in the first place (ideally at script stage), and then finds ways to decarbonise – either through green tariffs for mains power or by using renewable alternatives for location power. There would be a zero to landfill policy in place, making sure as much as possible is prepared for reuse, and that waste is sorted into different streams and recycled as much as possible. The ‘end life’ would be considered for every item purchased for the shoot, from large set builds, to drives, batteries and croc clips. And lastly, making sure that all the materials brought into the production are coming from sustainable sources in the first place!

What’s the best quick thing we can do right now?2023-07-24T17:08:47+01:00

Switch your spaces to renewable energy – and ask your usual suppliers whether they’re running on renewables too. Next up, cater vegan, and shoot close to home or with local crew.

Can I use AdGreen if I’m based outside the UK?2023-07-19T17:29:17+01:00

You’re welcome to take the training, use the calculator, and access resources even if you’re based outside of the UK,

What is the carbon footprint of an average shoot?2023-07-24T17:08:00+01:00

This is a tricky question to answer as every project is different – we have a wide range of carbon footprint sizes in our tool, which represent a wide variety of projects. You can look at the AdGreen Annual Review to see the average footprint for 2022 across all completed projects. 

What are likely to be the biggest contributors to our footprint?2023-07-24T17:06:52+01:00

Throughout our comms, events, resources, tools and training we talk about carbon emissions from four specific activity types: transport, spaces (and how we power them), materials and disposal. Transport is likely to generate the most emissions on a project – especially if you’re flying – and then energy used to power spaces, then materials used, and finally how they’re disposed of. When a production’s footprint is being recorded in the carbon calculator, everything falls into one of these areas, and you’ll be able to see which activity type is contributing the most. Throughout the resources guide you’ll see which category each action will have an effect on.

What does ‘Carbon Footprint’ mean?2023-07-24T17:06:04+01:00

Everything we do produces carbon (even breathing!), so this is the common unit of measurement we use when talking about our impact. Unless we are working carbon neutrally (i.e. all the energy we need is obtained from renewable sources like the sun or wind), everything we do has an output that can be converted into an amount of carbon units (generally measured in kilos or tonnes). Different activities expend different amounts of carbon. When we talk about our carbon footprint, we are talking about the impact a specific activity has on the environment. This could be driving a car to the studio, the production itself, or the industry as a whole.

Are the resources free?2023-07-24T17:05:45+01:00

Yes. AdGreen is funded by a 0.25% levy on production spend, paid by participating advertisers via their principal production partners (advertising agencies in most cases). The levy funding enables us to provide tools, resources and training to the community at large.

I’ve heard of Ad Net Zero – what’s that and how does it relate to AdGreen?2023-07-24T17:04:43+01:00

Ad Net Zero is the Advertising Association’s net-zero strategy for the advertising industry as a whole, which comprises 5 actions points: 

  1. Getting your house in order – advertising business operations
  2. Curbing emissions from advertising productions
  3. Curbing emissions from media planning, buying and distribution
  4. Curbing emissions through awards and from events
  5. Harnessing advertising’s power to support consumer behaviour change

AdGreen exists to support the advertising production industry with action point 2 by providing resources, tools and training to help the community measure and reduce emissions from the production of advertising content.

Visit the Ad Net Zero hub

Can I book a live training session for my company2023-07-14T10:53:02+01:00

Please contact us directly if you’d like to arrange a live session at training@weareadgreen.org

Can I pause or scroll through the training?2023-07-14T10:52:19+01:00

The training sessions run as-live. You can pause them for a 30 min break, but there is no rewind or forward function.

Can I do the training if I don’t live in the UK?2023-07-14T10:51:57+01:00

Yes! All of our training is freely available worldwide.

How do I get my trained badge?2023-07-14T10:51:34+01:00

You’ll be emailed a link to download your electronic badge on completion of each module – remember to check your junk folder!

is the training free?2023-07-13T11:16:49+01:00

Yes. AdGreen is funded by a 0.25% levy on production spend, paid by participating advertisers via their principal production partners (advertising agencies in most cases). The levy funding enables us to provide tools, resources and training to the community at large.

1-2-1 Support

Do you need some extra support with the calculator, your data or communications? Book a 10 minute session with our team.

Contact us

To get in touch please fill in the form below.

If you need help with the carbon calculator, please select calculator in the drop down menu for a quick response. We aim to respond to calculator queries within 48 hours. You can also book a 1-2-1 troubleshooting call using the booking form.

Queries about other aspects of AdGreen can take up to 5 working days.

Before contacting us please read the FAQs as we may have already answered your question.

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