Lesson 2

Limiting the impact of digital and social media

updated on
 16/10/2023

As digital tools, social networks consume energy to create, store and launch content, and the resulting carbon emissions have a negative impact on the climate crisis.

As communicators, we need to understand the ecological and sociological implications of using social media to communicate in order to make informed broadcasting choices.

How can we reduce the environmental impact of digital and social media?

If you plan to advertise on one of Meta’s channels (Facebook, Instagram, etc.), you must comply with Meta’s advertising standards. Your adverts will need to be reviewed before they go online.

To launch your campaign on one of Meta’s channels:

  • Adapt your advertising campaigns and spend more time on their design, so that you have time to call on Meta or readapt your advertising content if it fails the initial test;
  • Add a disclaimer if your advert has a social, electoral or political dimension, and make it clear which person or entity is to be quoted;
  • Avoid making any personal distinctions in your adverts (age, gender, financial situation, etc.), otherwise they may be blocked by Meta.
  • Target a well-defined audience to increase the effectiveness of your communications and limit waste.
  • Track and measure the environmental impact of your campaigns using, for example, ecological footprint calculators such as “Albert”.
  • Use energy-efficient lighting for your outdoor advertising, and preferably use renewable energy sources.
  • Reduce the size, resolution and duration of your digital ads to reduce the energy required to display them.
  • Include a social and/or sustainable message in your campaign to encourage your audience to reduce their environmental impact.
  • Become digitally moderate: don’t send unnecessary emails and make sure you use a digital infrastructure whose energy and resources are sustainable.
  • Don’t run advertising campaigns if they aren’t necessary.

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