Amsterdam bans fossil fuel and meat advertising

January 23, 2026

Amsterdam has made history by becoming the world’s first capital city to legally prohibit advertising for meat and fossil fuel products. The new regulation, added to the city’s municipal ordinance (APV), strengthens earlier policies and marks a major step in the fight against climate change.

New advertising ban takes effect in 2026

The decision, approved on January 22, will remove advertisements for meat, air travel, cruises, and fossil fuel-powered vehicles from public spaces. Starting May 1, 2026, these promotions will no longer appear on streets, metro platforms, or train stations across the city.

This makes Amsterdam the ninth municipality in the Netherlands to formally embed a fossil fuel advertising ban into local law. The move follows a landmark court ruling confirming that cities may restrict advertising that harms public health and the environment.

City leaders praise climate-focused policy

Jenneke van Pijpen, council member for GroenLinks Amsterdam and initiator of the proposal, welcomed the outcome. She emphasized that companies contributing to climate damage should no longer be promoted in public spaces and highlighted that the new ordinance completes efforts that began in 2020.

Anke Bakker, leader of the Party for the Animals Amsterdam, also praised the measure, calling it a breakthrough for animal welfare and environmental protection. She stated that promoting the meat industry contradicts ethical values and worsens climate change.

Support from environmental and advertising organizations

Environmental campaign group Reclame Fossil Free described Amsterdam’s decision as part of a growing international movement in which cities take responsibility for limiting climate-harming promotions.

Major advertising agencies, including KesselsKramer, Publicis, Blyde Benelux, and Wieden+Kennedy, previously urged the city council to adopt stricter rules. Through the Creatives for Climate initiative, they warned that fossil fuel advertising contributes to irreversible environmental damage.

Lucy von Sturmer, founder of Creatives for Climate, described the policy as a model for responsible leadership, noting that public advertising must align with health and climate commitments.

Growing global momentum against fossil advertising

Amsterdam joins more than 50 cities worldwide, from Stockholm to Sydney, that have pledged to phase out fossil fuel advertising. Within the Netherlands, cities such as The Hague, Utrecht, Delft, Nijmegen, and Leiden have already implemented similar restrictions.

With this latest decision, over 21% of Dutch residents now live in municipalities that limit fossil fuel promotions.

Public health and international support

The campaign against fossil fuel advertising is inspired by global efforts to restrict tobacco promotion. Tobacco advertising bans under the World Health Organization’s Framework Convention have proven effective in improving public health.

Health experts and international leaders have voiced their support. UN Secretary-General António Guterres has described fossil fuel advertising bans as essential for protecting human rights and environmental wellbeing.

Shweta Narayan of the Global Climate and Health Alliance welcomed the Amsterdam policy, highlighting that advertising restrictions are a proven tool for reducing harmful consumption patterns.

Stronger legal framework ensures enforcement

Unlike earlier measures based on advertising contracts, the new ordinance applies citywide, regardless of existing agreements. This ensures that fossil fuel and meat advertising will be eliminated from all public spaces by 2026.

The policy also instructs city officials to exclude fossil fuel and aviation companies from future advertising contracts.

Background: from contracts to binding law

In 2020, Amsterdam became the first city globally to limit fossil fuel advertising through contractual agreements. However, long-term contracts allowed many ads to remain visible.

The new ordinance replaces this system with binding public law, making enforcement more effective and comprehensive.

Amsterdam follows the example of The Hague, which introduced a similar ban in 2025. When challenged by the tourism industry, Dutch courts upheld the municipality’s authority under EU law. The ruling confirmed that advertising restrictions are lawful when they serve public interests.

Experts highlight ripple effect

Behavioral scientists Dr. Thijs Bouman and Professor Jan Willem Bolderdijk have emphasized that local advertising bans can influence global policy. In a Nature publication, they noted that such measures encourage governments worldwide to rethink their approach to sustainable consumption.

A new standard for sustainable cities

With its comprehensive ban on meat and fossil fuel advertising, Amsterdam is setting a new benchmark for environmentally responsible urban policy. The move reinforces the city’s reputation as a global leader in climate action and sustainable development, while encouraging other municipalities to follow suit.