Thursday, September 19, 2024

The Hague becomes first city to ban fossil fuel advertising

16th September 2024
Hazel Davis
MARKETING BEAT

The Hague has become the first city in the world to enact legislation banning advertisements that promote fossil fuel products and high-carbon services.

This groundbreaking move, which takes effect from January 2025, will see a halt to advertising for petrol, diesel, aviation and cruise ships on billboards and public spaces across the Dutch city.

While cities like Edinburgh and Amsterdam have introduced motions and voluntary agreements to curb fossil fuel advertising, The Hague’s legislation is the first legally binding ban of its kind. This decision follows the UN Secretary-General António Guterres’ call for governments and media to enact bans on high-carbon advertising, akin to the restrictions already placed on tobacco products.

The development signifies a growing trend towards regulating the promotion of environmentally harmful products, a move that could transform the advertising landscape.
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Cities and businesses worldwide will be watching closely to see how this impacts consumer behaviour and brand strategies.

Adapting to changing regulations will be crucial for advertisers working in this space. The Hague’s ban may prompt companies to rethink their advertising strategies, focusing on sustainability messaging and supporting greener initiatives.

Campaigns for fossil fuel advertising restrictions are already gaining momentum in cities such as Toronto and Graz.

Amsterdam is considering enshrining its own rules into law. These efforts reflect a broader shift towards responsible marketing, where promoting climate-conscious products and services could become the new norm.

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