The Hague has made history by becoming the first city to ban advertisements promoting fossil fuel products. Lawmakers passed this new legislation on Thursday, and it will take effect at the start of next year.. The law prohibits ads for petrol, diesel, aviation, and cruise ships in public spaces throughout the Dutch city.
The ban affects advertising on billboards, bus shelters, and other public areas. It is legally binding and applies to both publicly and privately funded ads. This decision follows a call from UN Secretary-General António Guterres, who urged governments to ban fossil fuel ads, similar to bans on tobacco advertising.
The Hague’s ban is the first time any city has passed such a law through local legislation. While other cities have tried to limit high-carbon ads through voluntary agreements, The Hague has gone further by enacting a law. Edinburgh, for instance, banned fossil fuel ads on council-owned spaces earlier this year but didn’t pass a law.
Femke Sleegers, from the fossil-free advertising group Reclame Fossielvrij, praised The Hague’s decision. She noted that previous attempts to regulate fossil fuel advertising had failed due to non-compliance by operators. She called the city’s move a courageous step towards tackling the climate crisis.
Thijs Bouman, an associate professor in environmental psychology at Rijksuniversiteit Groningen, said fossil fuel ads undermine climate policy. He explained that such ads encourage unsustainable behavior and urged the government to use resources to promote sustainable options like public transport.
The new legislation does not apply to political advertising by fossil fuel companies or ads promoting general brands. However, many view it as a potential model for other cities worldwide. Toronto and Graz are reportedly considering similar laws, while a local law has been proposed in Amsterdam.
The Hague’s decision could spark global action, as many cities have been waiting for a leader to emerge. The city’s bold move is expected to inspire other cities to act, marking a significant shift in the fight against climate change.