MAM
Ad green: IAS and Good-Loop take carbon out of the digital equation
MUMBAI: Less hot air, more clean air. That’s the promise as Integral Ad Science (IAS) teams up with Good-Loop to help advertisers track and shrink their digital carbon footprint, without the added cost.
Fresh from the launch of the ‘Global media sustainability framework’ at Cannes, IAS has now rolled out advanced emissions measurement across every ad impression on the open internet. The move means advertisers can monitor, manage, and meaningfully reduce the environmental impact of their digital campaigns, all while still ticking the usual boxes for viewability, fraud prevention, and brand safety.
Good-Loop, a B corp on a mission to make advertising climate-friendly, has already been powering IAS’s emissions measurement for three years. The collaboration now goes mainstream, offering advertisers across the globe a chance to see exactly how green, or not, their media buying really is.
Good-Loop’s Founder & CEO, Amy Williams put it plainly “We now know, in no uncertain terms, the environmental impact that media buying has, and it’s time to take this information into the mainstream, to change our industry for the better.”
IAS, CEO, Lisa Utzschneider added: “Sustainability in advertising requires more than promises, it needs accountability. Every impression we measure will now come with data on its carbon impact.”
With new carbon legislation around the corner and sustainability pledges stacking up, the move sets a precedent: carbon counts as much as clicks. And as the industry warms to greener metrics, IAS and Good-Loop’s initiative could help cool things down for the planet.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
