Sustainability at
In Partnership with
Proud Supporters of
At , we’re committed to mitigating our environmental impact,
while also using our platform to raise sustainability awareness and increase climate literacy among our global community.
We've made significant progress towards these ambitions in recent months and look forward to scaling our efforts to create lasting change for the planet and our communities.
In this guide, you'll find updates on our progress and intentions across four important aspects of our business' sustainability journey, as well as tangible advice on what you can do to make a difference today.
Our Priorities:
01
Operations
Reducing emissions associated with our business operations across the globe
02 03 04
Advertising
Working to increase our transparency and measurement capabilities to enable our advertising clients to meet their goals
Partners
Partnering for change to drive global impact both to support the wider industry and our own sustainability goals
Behaviours
Using the influence of the TikTok platform to encourage greener behaviours and promote climate literacy
Good to know
Greenhouse gas emissions come from the following categories:
Scope 1 & 2 emissions: also known as "operational emissions", these constitute the direct emissions associated with running a business or service, including purchased electricity or office spaces.
Scope 3 emissions: also known as "supply chain emissions", these include the emissions from working with partners or clients. For an advertiser, this would include any advertising conducted on TikTok.
Carbon Commitments Operations
In May 2023, TikTok, as part of ByteDance, announced its intention to achieve carbonneutral operations by 2030.[1]
We’ve been working to decarbonise certain areas of our business for several years. In the interests of transparency and to hold ourselves to account, we’ve chosen to make these commitments public.
The electricity consumption of our data centres is responsible for the majority of TikTok’s operational carbon emissions. The priority for data centres will be to transfer electricity supply to renewable sources. We’ve started this process already, with our new data centre in Norway being run entirely on renewable electricity.
Our Progress
The electricity consumption of our data centres is responsible for the majority of TikTok's operational emissions. Our number one priority is therefore to transfer electricity supplies powering these centres to renewable sources.
This process is well underway. Our new data centre in Norway came fully online in April 2025 and runs entirely on renewable energy.
Together with the building developer, TikTok is exploring ways to repurpose waste heat from the facility for local use, further contributing to Norway’s green energy transition.
London Kaleidoscope Good
On top of our data centres, we're also working to decarbonise other areas of our operations:
Business Travel Policy
Our largest office in Europe has been powered by 100% renewable electricity since the beginning of occupancy in 2022. It also has a number of energy efficiency features installed that have enabled it to achieve an Excellent BREEAM rating, EPC Rating B and a WiredScore Platinum.
In 2024, we revisited our global business travel policy to encourage all employees to take meetings virtually where possible and seek lower carbon alternatives to flying where efficient connections exist in order to limit our environmental impact.
Accountability & Progress
We calculate emissions for all global ByteDance and TikTok operations, and currently publicly report on our scope 1 and 2 carbon emissions for TikTok Information Technologies UK Limited and its subsidiaries on an annual basis.[2]
In future years, we aim to disclose our company’s wider carbon emissions, across all regions and scopes and with greater granularity.
Aligned to our number one priority, we report on the percentage of our operational electricity use powered by renewables each year. In 2024, 94.64% of electricity used to power our operations was renewable across TikTok Information Technologies UK Limited and its subsidiaries.[3]
[2] This covers TikTok’s operations (including our active data centres) in the following markets for 2024: Argentina, Belgium, Brazil, Colombia, Denmark, France, Germany, Ireland, Italy, Mexico, Poland, The Netherlands, Norway, South Africa, Spain, Sweden, and the United Kingdom.
[3] Methodology: TikTok’s carbon footprint is calculated as part of ByteDance’s wider carbon footprint process on an annual basis, following the operational control approach of the Greenhouse Gas (GHG) Protocol. The scope 1 & 2 emissions have been verified to a reasonable level of assurance by Bureau Veritas against the GHG Protocol.
Advertising 02
When brands advertise on TikTok, the emissions generated fall under that brand's scope 3 (indirect) emissions, whilst also being included as part of TikTok's operational (scope 1 & 2) emissions.
This means that the more effective TikTok is at decarbonising its business operations as outlined in our climate commitments above, the more that brands who advertise on the platform will see a reduction in their own scope 3 emissions.
However, to truly track this progress in action, we believe that providing more granular breakdowns of emissions at a campaign level is important to inform decision-making and optimise towards reduction in the short to medium term.
For this reason, we have partnered with supply-chain emissions specialist Scope3 to make its solution available for TikTok clients across the globe. Our approaches with this partnership are threefold:
• Transparency: Ensure clients are aware of the impact of their advertising activity on TikTok.
• Measurement: Enable clients to easily measure and report on the emissions associated with their activity on TikTok.
• Reduction: Provide clients with the information they need to make informed carbon reduction decisions.
Reach Out
If you're interested in learning more about how the TikTok Scope3 solution can help you achieve your business goals, reach out to your TikTok Account Manager today.
Emissions Measurement
"You can’t reduce what you don’t measure, and you can’t build trust without transparency. Accountability in emissions isn't just about reporting numbers; it's about using that data to change your actions and take responsibility for your business decisions. That's how we drive systemic change and make the advertising ecosystem safe and sustainable."
Brian O'Kelley, CEO, Scope3
About Scope3
Scope3 powers safe, sustainable growth in advertising by making the media ecosystem more effective – improving quality, eliminating waste and reducing carbon emissions.
Scope3’s platform makes it easy for brands, agencies, and media partners to visualise, measure and reduce emissions across the advertising supply chain. At the core is Scope3’s first-of-its-kind, open-source emissions model, built to accurately measure emissions from ad selection, media distribution and creative delivery. Scope3’s methodology aligns with the Global Media Sustainability Framework (GMSF) and allows partners to explore emissions data within the Scope3 platform.
Scope3 Media Reporting provides:
• Campaign-level carbon insights by brand, market and more
• Benchmarking against market averages
• Actionable data to reduce emissions and media waste
• Optimisation strategies that support sustainability, performance and efficiency
Scope3 gives advertisers the tools to not just measure their carbon impact – but to act on it.
Get Started with TikTok + Scope3 Emissions Measurement
TikTok and Scope3 have launched a closed beta for emissions measurement, now active across select clients globally.
Advertisers interested in joining can contact their TikTok account manager to join the waitlist.
Once approved, participating advertisers will follow this process:
01
TikTok and Scope3 will measure your selected campaigns.
02
Campaign data will be aggregated, analysed and reviewed.
Carbon measurement is the foundation of the TikTok and Scope3 partnership. By building robust emissions data at both the corporate and campaign level, we are paving the way for actionable carbon reduction strategies. This is just the beginning
03
A data review call with TikTok and Scope3 can be scheduled.
TikTok and Scope3 are committed to helping advertisers unlock insights, drive reductions and achieve safe, sustainable growth.
In advance of the launch of our partnership with Scope3, we've been working with likeminded, sustainability-focussed clients to pilot the solution on their campaigns.
Here's a snapshot of initial results:
US Campaign running in 2025
135gCO2ePM -
UK Campaign running in 2025
131gCO2ePMbelow Scope3's social benchmarks (US) 34% below Scope3's social benchmarks (UK) 36%
Aggregated pilot results
Based off of data from half a billion impressions across the globe from 7 test campaigns running in 2025.
We achieved an average emissions rate of (grams of carbon dioxide equivalent per thousand impressions)
Partners 03
Building towards a sustainable future is a common challenge for many within the advertising industry. At TikTok, we recognise the need to collaborate beyond our own operations to accelerate our own progress and support like-minded organisations in helping others to do the same.
“By engaging, educating and empowering the industry, we hope to see outcomes that are not only good for the planet, but are the catalysts for business growth and commercially exciting opportunities.”
John Osborn, Managing Director, Ad Net Zero
US
"As a leading voice in the digital advertising ecosystem, we aim to collaborate with other industry organisations to empower companies with tools that can help them take data-based commercial decisions and implement practices that advance sustainability."
Townsend Feehan, CEO, IAB Europe
In May 2024, TikTok became a global supporter of Ad Net Zero and committed to its five-point Action Plan, built to help advertising tackle the climate emergency.
As Tier 1 members of IAB Europe, TikTok has engaged with its Sustainability Standards Committee since its inception.
As part of the Charter Steering Group, we’re continuing to support the launch of new Ad Net Zero Chapters across the globe, building out much-needed local support for decarbonisation efforts.
This committee has proved pivotal in the creation of global digital measurement standards such as the Global Media Sustainability Framework (GMSF) that will shape the future of how we assess the impact of digital advertising activity.
We all share a collective responsibility to drive change. For this reason, over the next few pages we will be passing the spotlight to a sustainability success story that was made possible with the help of our partners who are leading the charge on key green initiatives across the advertising industry.
Partner Snapshots
Every Brief Counts
Ad Net Zero's Action 5 Pilot Programme aims to harness the power of advertising to support more sustainable behaviours.
As part of this programme, TikTok worked with like-minded partners to create a global 'first-of-its-kind' end-to-end accountable sustainable campaign. At its core, the campaign was intended to promote more sustainable behaviours through dispelling myths around the use of refurbished phones.
The partnership plans to minimise the negative and maximise the positive climate impact of the campaign, with dedicated focuses on:
• Measuring carbon emissions across the value chain with Scope3
• Ensuring sustainable production practices
• Conscious creator collaborations
• Energy efficient media planning
• Championing industry wide change through Every Brief Counts
+6.5 % ad recall
+7.5 % uplift in awareness
500k+ clicks to website
131gCO2epm (grams of carbon dioxide equivalent per thousand impressions)
Scope3 UK social benchmark is 206gCO2epm
The campaign came in 36.37% below carbon benchmarks.
"This campaign marks a significant milestone for sustainable advertising on TikTok and shows what is possible when innovation aligns with purpose. It's inspiring to witness brands like giffgaff not only enhance their creativity on the platform, but also demonstrate a strong commitment to impactful and conscious advertising practices. We hope it serves as a blueprint for others to follow."
Kris Boger, General Manager, Global Business Solutions, TikTok UK
"We are deeply passionate about responsible and sustainable marketing, including how we buy our media but also with the messages we choose to show up with. We are delighted to be partnering with TikTok to lead the charge with a truly collaborative campaign that demonstrates our commitment in this space, whilst arming the wider industry with insights and inspiration to take action themselves."
Lisa Boyles Head of Go To Market and Media, giffgaff
“It is great to have the support of TikTok and giffgaff for the Ad Net Zero action plan and, in particular, for the pilot of our new initiative, Every Brief Counts. We welcome the efforts being made to deliver an example of a sustainable advertising campaign which should help set new standards for best practice in this space.”
Alessandra Bellini
Former Ad Net Zero UK Chair
Behaviours 04
Beyond TikTok’s operational impact, we recognise the influence that our platform has as both a voice and source of information for our millions of users across the world.
It's for this reason that we dedicate significant time and resources to fostering climate literacy and working with like-minded creators to maximise TikTok's positive climate impact. It's also why we're continuously working to mitigate the risk of climate misinformation at the source.
Climate Awareness & Literacy
Every year since 2021, TikTok has run a global #ClimateAction campaign to encourage communities all over the world to join climate conversations and take action that has a positive impact on our planet.
#ClimateAction has garnered over 4 billion video views since the launch of the campaign, and supplementary projects such as #CreadoresdelMañana in Latin America have supported in providing dedicated climate literacy training and funding.
COP Creators
Since 2021, TikTok has sent creators from a range of backgrounds and communities to experience a behind-the-scenes look at the United Nations Climate Change Conference (COP) summits in order to produce accessible, educational content.
For 2024’s summit, we sent five creators to demystify and democratise the often complicated conversations. Their videos generated over 60 million views.
Tackling Misinformation
We’re committed to ensuring our platform remains safe and free from harmful misinformation, and this extends to climate change as well. That’s why we’ve introduced a specific policy to prohibit climate change misinformation that undermines well-established scientific consensus.
This guideline applies to all content on TikTok, including ads, and is enforced by our 40,000+ strong safety team across the globe. Based on this policy, thousands of videos are removed per month globally.