TikTok Partners with Scope3 to Measure Carbon Emissions in Advertising

In a groundbreaking initiative to promote sustainability in digital advertising, TikTok has announced a partnership with Scope3, a leading carbon measurement firm, to develop a new metric aimed at quantifying the carbon emissions associated with advertising campaigns on its platform. This partnership is part of TikTok's broader commitment to reducing its environmental impact and promoting greener practices within the advertising industry.

The collaboration, which was unveiled on June 12, 2025, involves the introduction of a carbon emission scoring system that will allow advertisers to evaluate the ecological footprint of their campaigns. TikTok will provide carbon emission scores exclusively to brands using its platform, leveraging Scope3's expertise in carbon measurement.

According to TikTok and Scope3, the new tool is currently in a closed beta phase and is available to select clients globally. Advertisers who wish to participate can join a waitlist until a wider release is announced. The tool aggregates and analyzes carbon emission data from advertising campaigns, providing comprehensive insights to brands on how to build a more carbon-efficient media inventory.

The need for such a metric has become increasingly pressing as the digital advertising landscape expands. Research indicates that digital advertising contributes significantly to global carbon emissions. A 2023 report published by Scope3 states that the programmatic advertising sector emits over 215,000 metric tonnes of carbon monthly across five major economies, a figure comparable to the consumption of over 24 million gallons of gasoline. This stark statistic underscores the environmental challenges posed by digital marketing practices.

Dr. Emily Thompson, an environmental economist at Stanford University, emphasized the significance of this partnership, stating, "The digital advertising industry is at a critical juncture where sustainability must be prioritized. TikTok's initiative could set a precedent for other platforms to follow, thereby catalyzing a much-needed transformation in advertising practices."

The partnership comes in the wake of growing scrutiny regarding TikTok's own carbon emissions. A report from Greenly, a French carbon accounting consultancy, highlighted that ByteDance Ltd., TikTok's parent company, is responsible for approximately 50 million tonnes of carbon emissions annually. This figure positions TikTok's emissions on par with those of countries like Greece, raising questions about the platform's overall environmental impact. Notably, users of TikTok generate an average of 48.49 kg of CO₂ emissions annually, significantly more than competitors such as YouTube and Instagram.

TikTok's initiative aligns with its strategic goal of reducing operational emissions by at least 90% by 2030. The company is already collaborating with Climeworks, a carbon removal firm, to implement Direct Air Capture (DAC) technology and other carbon reduction strategies. This partnership aims to remove 5,100 tonnes of CO₂ from the atmosphere by the end of the decade, further demonstrating TikTok's commitment to environmental responsibility.

As digital platforms continue to grapple with their carbon footprints, TikTok's collaboration with Scope3 could potentially reshape the advertising industry's approach to sustainability. The implications of this partnership extend beyond TikTok, as it may encourage other platforms to adopt similar measures, fostering a more sustainable digital marketing ecosystem. Industry experts believe that if successful, TikTok's initiative could lead to a broader shift towards environmentally conscious advertising practices across the digital landscape.

In conclusion, the TikTok-Scope3 partnership represents a significant step towards addressing the environmental challenges posed by digital advertising. By equipping brands with the tools to measure and manage their carbon emissions, TikTok not only enhances its sustainability profile but also sets a precedent for the industry. The success of this initiative will depend on adoption rates among advertisers and the continued commitment of digital platforms to prioritize sustainability in their operations.