The background to the study is the debate about the ecological relevance of advertising papers. The IZT calculated the ecological footprint of a typical advertising journal and identified specific levers through which a better ecological balance can be achieved. Previous ecological studies have dealt with books, newspapers and catalogues or paper in general, but advertising papers have not been examined so far. The aim of the study is therefore to create a sound basis of information that the Bundesverband Deutscher Anzeigenblätter (BVDA) can use internally and externally for positioning and communication with a view to sustainability potentials and their development.

The study comprises the following work packages:

  1. Preparation of a life cycle analysis that determines the environmental impact of advertising leaflets.
  2. Carrying out a potential analysis that shows the possibilities for reducing the environmental impact of advertising papers.
  3. Estimation of the overall mitigation potential as a basis for determining possible environmental targets.
Further information