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Guardian axes fossil fuel ads

The Guardian has announced it will axe adverts from companies involved in the extraction of fossil fuels. The move further cements its commitment to climate change issues.

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The ban is the latest in the Guardian’s sustainable efforts

According to the publication, it is the first global news outlet to initiate an “outright ban” on accepting money from such companies.

In a joint statement, Anna Bateson, acting chief executive of the Guardian, and Hamish Nicklin, chief revenue officer describe how the stand is the latest in a string of efforts to raise awareness and champion climate action.

In May last year, the publication changed its language to include more urgent vocabulary when describing the climate emergency. In October, the Guardian pledged to reduce its emissions to net zero by 2030.

Effective immediately, the ban covers all websites and apps, as well as the Guardian, Observer, and Guardian Weekly in print.  

The advertising landscape is shifting fast, and many businesses and advertisers are waking up to the climate crisis themselves

Bateson and Nicklin say: “Our decision is based on the decades-long efforts by many in that industry to prevent meaningful climate action by governments around the world.”

With advertising making up 40% of Guardian Media Group’s revenue in 2019, the move won’t be without a consequence. However, the statement assures readers that “huge efforts” have been made to rebalance the Guardian’s finances and says that the publication is beginning to return to a “healthier financial state”.

Concluding, the statement adds: “The advertising landscape is shifting fast, and many businesses and advertisers are waking up to the climate crisis themselves. We believe many brands will agree with our stance and might be persuaded to choose to work with us more as a result.

“The future of advertising lies in building trust with consumers and demonstrating a real commitment to values and purpose.”

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