AMONG the flotsam of marketing pitches and other attention-seeking supplications that washed up in my inbox last week was an interesting advertisement from a UK-based outfit called NET-ZERO. Since putting the name of your firm in all capital letters shows you mean business, I thought, "This email must be important." So, I investigated further to see what it was about.

NET-ZERO, as it turns out, is an app that allows vehicle owners to purchase carbon offsets for their car or truck. The app draws on a database of several million registered cars and trucks to determine the user's vehicle's carbon footprint, and then, at a price beginning at about two pence per mile, or roughly P1 per kilometer, the user can purchase carbon credits from a basket of offsets offered by the app. The offsets, which the app's information page says were created in cooperation with the environmental consulting firm, BeZero Carbon (which seems to be the developer of the app), are environmental projects such as reforestation and restoration of peat and grasslands.

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