The Hague, located in the western Netherlands, will become the first city globally to prohibit advertising for fossil fuel-related products and services, starting January 1st, 2025. The new legislation will ban advertisements for petrol and diesel vehicles, flights, and cruises in public spaces such as billboards and bus stops across the city.
With a population of ~550,000, The Hague is the political hub of the Netherlands, housing both the Dutch government and various international institutions. Following 2 years of debate, the municipal government approved the ban, aiming to curtail the promotion of activities that contribute to greenhouse gas emissions in line with the city’s broader climate objectives.
While the ban applies to public advertising, certain exceptions will be made. Fossil fuel-related ads will still be allowed in or on buildings where these services are directly provided, such as petrol stations and businesses. This compromise facilitated the passing of the legislation, which was approved by a narrow margin of 24 votes to 21.
The inclusion of industries like cruises and air travel prompted significant debate. Cruises, often associated with luxury travel, have been criticized for their environmental footprint, with emissions sometimes on par with those of air travel.
Robert Barker, an environmental councillor from the Party for the Animals (PvdD) who spearheaded the initiative, emphasized that fossil fuel advertising promotes the consumption of highly polluting products. Barker stated that fossil advertising encourages people to fly or purchase polluting vehicles, and this contributes to the climate crisis, which they aim to address. Supporters of the ban argue that it reflects a commitment to sustainability, even at the expense of convenience and luxury.
Opposition parties, including VVD, Hart voor Den Haag, and PVV, raised concerns about the law’s practicality and the potential backlash from residents. Critics described the ban on ads for cruises and air travel as potentially patronizing and highlighted the difficulty of enforcing such regulations in a globalized world. Despite these reservations, the legislation passed with a slim majority.
The Hague's decision to ban fossil fuel advertising is anticipated to set a precedent for other cities internationally. By including industries like cruises and flights in the prohibition, the city is taking a firm stance on limiting the promotion of high-emission activities in public spaces.