Havas Media Network UK Introduces Opt-Out Model for Sustainable Media Planning

​Havas Media Network (HMN) UK have launched an industry-leading opt-out model for sustainable media planning and buying, making low-carbon media the default for UK media communications for all clients from January 2026. The initiative is a major step in the network’s long-term commitment to decarbonising media operations and supporting clients in embedding effective sustainability solutions into their marketing delivery.

Under the new framework, clients will be automatically enrolled in Havas Media Network’s opt-out media model unless they choose to withdraw, reframing sustainability from an optional add-on to an operational standard. The opt-out approach draws on behavioural science, echoing proven models such as government pension schemes, which have seen significantly higher engagement under default enrolment. The model is anchored in four strategic pillars:

• Measurement – to assess the carbon impact of every plan
• Reduction – to improve efficiencies across media and production
• Optimisation – to integrate emissions data into analytics and reporting
• Creation – to embed sustainable behaviours into content, shifting from minimising harm to generating positive impact

With the full Opt-Out initiative (including measure, reduce, optimise and create), HMN UK will be rolling out the highest default standard of sustainable media of any media agency in the UK.

In 2025, approximately 40% of media spend ran through Havas’ proprietary carbon calculator, delivering emissions reductions of up to 10%. With media accounting for nearly 85% of Havas UK’s emissions, the opt-out model is expected to upscale carbon-conscious planning across its 400+ client portfolio while helping clients meet their own decarbonisation targets faster and more effectively.

The opt-out model builds on Havas Media Network UK’s continued integration of sustainability best practice into media planning. Its Sustainable Innovation Programme has helped bring low-carbon thinking into day-to-day processes for the likes of BBC, Square Enix and EDF. Meanwhile, in 2024, HMN’s proprietary Sustainability Marketplace removed over 112 tonnes of carbon from its media operations, performing 39% better than industry averages, including a 50% and 64% reduction across two key clients.

These efforts have been recognised with agency of the year at the inaugural Ad Net Zero Awards 2022 and shortlists in 2024 and 2025, as well as at the ExchangeWire Awards for Best Sustainable Advertising Solution and most recently, The Media Leader Awards 2025 for Sustainability Excellence.

Following successful integration and implementation at Havas Media Network UK, Havas UK aims to roll out the opt-out model across the rest of the group in the UK and Ireland.

​Patrick Affleck, CEO, Havas Media Network UK and Ireland, added, "Decarbonising our industry is a particular passion area of mine. With media accounting for the lions-share of our industry’s emissions, collective action cannot wait. Our Opt-Out model is part of our commitment to tackling the media emission we share with our clients, helping you meet your decarbonisation goals faster and more effectively and supporting you in embedding sustainability into your marketing delivery.”

Rosie Kitson, chief impact officer, Havas UK, said, "Our responsibility is to meet clients where they are and to bring sustainability into the everyday running of the business. This model reflects our belief that better standards should be the norm, not the exception. It’s not about saving the world overnight, but about embedding meaningful change into everyday media decisions. Better yet, our experience shows that factoring in carbon has consistently led to better outcomes across the board."

​Nicki Brown, media director, BBC, which last year renewed its decade-long partnership with Havas Media for another six years, said, “Havas Media Network UK has been a proactive and trusted partner in helping us embed sustainability in our working practices and through our media output. Their approach combines innovation with accountability, and their new Opt-Out model is a natural next step in making sustainable media planning and buying the standard, not the exception. We’re incredibly proud to have partnered with Havas Media Network UK in the development and launch of such a forward-thinking initiative.”