The Hague, Netherlands – In a pioneering move, The Hague has enacted a law to ban advertisements for fossil fuel products and services, becoming the first city globally to do so. Starting next year, the new legislation will eliminate ads for petrol, diesel, aviation, and cruise ship services across the city, including on billboards and in bus shelters.
This groundbreaking decision was inspired by the United Nations Secretary-General António Guterres, who earlier this year urged governments and media outlets to impose restrictions on fossil fuel promotions similar to those for tobacco products. The Hague’s legislation is seen as a bold step in addressing the climate crisis by curtailing the promotion of high-carbon products and services.
While some cities like Edinburgh have implemented bans through council motions or agreements with advertising operators, The Hague’s approach is legally binding, signifying a significant commitment to climate action. This ban targets advertisements for specific high-carbon products and services but does not extend to political advertising or general brand promotions by the fossil fuel industry.
The move has been welcomed by environmental advocates. Femke Sleegers of the Dutch group Reclame Fossielvrij, which campaigned for the legislation, highlighted the city’s bravery in confronting the climate emergency. She pointed out previous challenges in regulating fossil fuel ads, where compliance was an issue, but now The Hague sets a legally enforced standard.
Thijs Bouman, an associate professor in environmental psychology at the University of Groningen, emphasized the detrimental effects of fossil fuel advertising. According to Bouman, such ads undermine effective climate policies by normalizing behavior that contradicts sustainability goals. He suggested that government funds usually spent countering the impact of fossil advertising could be redirected towards bolstering sustainable options, like enhancing public transportation.
The legal prohibition in The Hague could inspire similar actions elsewhere. Cities like Toronto, Canada, and Graz, Austria are considering similar campaigns, and a local law is also proposed in Amsterdam, Netherlands. Previous environmental actions in Amsterdam and neighboring Haarlem have included restrictions on advertising products like meat due to their environmental impact, although these have not been legislated.
Experts see The Hague’s decision as potentially setting off a domino effect encouraging other cities to adopt similar laws. With the climate crisis intensifying, the urgency for more cities to follow suit grows, aiming to curb the influence of high-carbon industries through advertising.
As global attention focuses on climate action, The Hague’s initiative marks a significant step in integrating environmental considerations into local governance. This move not only highlights the role of legislation in environmental stewardship but also sets a precedent for other municipalities grappling with similar ecological challenges. The success of this legislation could define future urban policies on advertising and climate change, making The Hague a leading example in the global effort to foster a sustainable future.