Amsterdam has become the first capital city in the world to ban public advertising for both meat products and fossil fuels, as part of an ambitious effort to cut carbon emissions and align public spaces with the Dutch city’s climate goals. The ban, which came into effect on 1 May, applies to advertisements displayed across the city’s metro stations, tram shelters, streets and other publicly owned spaces.
Under the new rules, advertisements promoting petrol and diesel cars, airline travel, cruise holidays and fossil fuel contracts are no longer permitted. Ads for meat products, including beef, pork, chicken and fish, have also been removed from public billboards and transport hubs.
Amsterdam officials say the policy is intended to support the city’s target of becoming carbon neutral by 2050 and to encourage residents to adopt more sustainable lifestyles. The move builds on earlier environmental measures introduced by the Dutch capital, including restrictions on polluting vehicles and campaigns promoting cycling and plant-based diets.
Environmental campaigners welcomed the decision, comparing it to earlier bans on tobacco advertising. Hannah Prins, a climate activist, said the restrictions could help reshape public attitudes over time, arguing that future generations may look back at such adverts in the same way people now view cigarette promotions.
The ban was first proposed several years ago and formally approved by Amsterdam’s city council earlier this year, following growing pressure from environmental groups. Campaign organisation Reclame Fossielvrij, or Fossil Free Advertising, had long argued that advertisements encouraging high-carbon consumption conflicted with the city’s climate commitments.
Amsterdam is not the first Dutch city to restrict environmentally harmful advertising. Nearby Haarlem introduced a ban on most meat advertisements in public spaces in 2022, with the policy taking effect in 2024. However, Amsterdam is the first national capital to extend the restrictions to both meat and fossil fuel products on such a large scale.
The measures have also sparked criticism from parts of the travel and advertising industries, which argue the policy limits commercial freedom and unfairly targets legal products. According to Deutsche Welle, travel industry groups previously challenged a similar advertising ban in The Hague, claiming it violated free speech and European trade law. A Dutch court rejected those arguments, ruling that public health and climate objectives justified the restrictions.
Despite the controversy, city authorities say the policy reflects a broader shift in how governments approach climate action. Public advertising spaces across Amsterdam are now increasingly filled with promotions for cultural events, museums and local attractions rather than high-emission products.
