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Purpose: Pulp and paper manufacturing constitutes one of the largest industry segments in term of water and energy usage and total discharges to the environment. More than many other industries, however, this industry plays a key role in sustainable development because its most important raw material, wood fiber, is renewable Dias and Houtman (Environ Prog 23(4):347-357, ). Actually, even if the communication is dominated by electronic media, paper-based communication has a role to play due to its unique practical and aesthetic qualities. This research aims to assess the environmental impact of advertising folders produced with different papers and distributed by a system of Italian consumers' cooperatives in order to indicate the possible options of improvement and to assess the CO emitted during the entire life cycle. Methods: Life cycle assessment (LCA) was performed from cradle-to-grave considering paper production, transport from paper mill to printing site, printing, distribution, and disposal. Data for the study were directly collected from specific companies and completed on the basis of literature information. The analysis was conducted using the SimaPro 7.1.5 software and IMPACT 2002+ method to assess all its environmental impact and damage categories. Results and discussion: LCA analysis indicates that the higher environmental impact is mainly due to paper production and printing processes. The main operations which generate the major impact in the paper production stage are related to the direct or indirect fossil energy use, the production of additives for bleaching operations, and the collection and selection of waste paper. Printing causes relevant impacts for the electricity and ink production and for the aluminum plates used in the offset printing. Moreover, the use of paper with low quantity of additives and small amount of primary fibers causes a reduction of the environmental load of 13.94 %. The major global warming potential value was found for advertising folders made with little amount of mechanical pulp which slightly contributes to the absorption of CO. Conclusions: The analysis pointed out the relevance of the paper production phase and of the printing step within the advertising folders life cycle and allowed to detect the other critical stages of the life cycle. Paper composition greatly affects the environmental impact of the advertising folders' life cycle. [ABSTRACT FROM AUTHOR]