Amsterdam has become the first world capital to outlaw advertisements that promote high‑carbon lifestyles. Starting May 1, billboards, bus shelters and other city‑owned spaces may no longer display ads for fossil fuel ads or meat. The measure follows a 2024 Hague ruling that upheld a similar ban on fuel advertising, giving the city legal backing for enforcement. The rule targets both domestic and international brands.

Councilors from GreenLeft and the Party for the Animals drove the proposal, arguing that public walls should not reinforce climate‑driving addictions. Fines can be levied during a grace period, though violators may already face penalties. Major outdoor‑ad firm JCDecaux warned the city would lose revenue that funds public infrastructure, but the ban still passed with a majority vote.

The ban aligns with Amsterdam’s broader climate agenda, which aims for 60 % of residents’ protein to come from plants by 2030. By removing visual cues for beef, chicken, pork and fish, the city hopes to shrink demand for animal agriculture, a sector responsible for a sizable share of emissions. The meat advertising ban now applies to all municipal advertising venues, making the policy fully enforceable.