The Hague is the first city in the world to ban outdoor advertising for fossil fuels through local legislation. Advertising for fossil fuels, such as air travel, is increasingly being banned worldwide. But The Hague is the first to do so through local legislation. The city-wide ban on outdoor advertising, which has been in effect since January 2025 following a successful court case, has attracted worldwide attention. Other Dutch cities are expected to follow suit.
Court case
The ban follows a court case after the Dutch Association of Travel Agencies (ANVR) took the municipality of The Hague to court over its decision to ban travel advertising. However, the judge ruled in the municipality’s favour and gave the green light. Lobby organisation World Without Fossil Ads reported the judge was ‘very clear: that people and the planet prevail above the financial interest of companies’.
The ANVR, which plans to appeal, told Dutch media: ‘The travel sector recognises the importance of sustainability, but does not see a local advertising ban as a meaningful step in that direction.’ ANVR and travel company TUI argue that aviation has little influence on air quality in The Hague. A local ban on fossil advertising is therefore pointless. They also believe it is in conflict with freedom of speech and freedom of entrepreneurship. However, the judge ruled that, despite the small contribution of the ban, ‘the municipality has rightly emphasised that every little bit helps. And that it wants to do its bit’.
Other cities
Since the news, there have been signs that other Dutch municipalities, who previously feared legal repercussions, will follow suit. Leonie Gerritsen of the Party for the Animals (PvdD), explained: ‘My fellow councillors in ten other cities will submit the same proposal next week. It needed one municipality to be a pioneer to show that it is possible, and that it is necessary.’
Robert Barker, the councillor responsible for advertising policy of The Hague and a member of PvdD, added: ‘This ruling shows that municipalities are not powerless and do indeed have instruments to tackle the climate crisis.’
Climate aims
Associate Professor Thijs Bouman at the University of Groningen is one of a growing group of experts who considers a ban on fossil fuel advertising in line with climate goals. Bouman says: ‘We conclude that fossil advertising normalises and promotes unsustainable behaviour. It also discourages sustainable behaviour, actively undermining current climate policy.’ He added: ‘If fossil advertising is banned, these resources can be better deployed, for example to improve sustainable options and facilities such as public transport.’
The ban on fossil fuel advertising is often compared to previous bans on advertising smoking. Dr. Uwe Krüger, communications scientist at Leipzig University, says: ‘Advertising high-emission products tends to increase their sales by awakening supposed needs in consumers. On a cultural meta-level, it also normalises the consumption of environmentally harmful products.’
Andrew Simms, of the New Weather Institute, UK, argues similarly: ‘The city of The Hague has declared it is no longer willing to promote its own self destruction by banning adverts for the most polluting products and lifestyles. When you are in a climate-crisis hole, the simplest thing to do is stop digging. And that means not advertising the things that got you in trouble to begin with.’
Around the world
The news caught the attention of the global media, including Al Jazeera, The Guardian and the Financial Times. It has also reached locations around the world where similar bans are taking place.
Lazola Kati of Fossil Free South Africa says about the ban: ‘We encourage other governments and especially Africa to follow this great example in truly fighting climate change.’
‘This is an exciting development in the world-wide movement to stop the promotion of climate pollution,’ added Belinda Noble, from Comms Declare, Australia. ‘Sixteen Australian councils, including Sydney, have voted for a range of restrictions on fossil fuel ads and sponsorships. I hope this news will spark more to follow.’
Written by Femke van Iperen