Starting January 1, The Hague will become the first city globally to ban fossil fuel advertising in public spaces. Ads promoting cruises, flights, gasoline or diesel cars, and energy contracts with power from coal or gas will no longer be allowed on billboards, bus shelters, or digital screens throughout the city. How did this groundbreaking ban come about, and will it withstand legal challenges?
A Landmark Decision
On September 12, 2024, the city council of The Hague made headlines both nationally and internationally by approving a council initiative from the Party for the Animals (PvdD). The crucial line of this legislation states: “Fossil advertising, that is visible from a public accessible place, is not permitted” With majority support, this ban was officially enshrined in the city’s General Municipal Bye-Law (APV).
“We are in a climate crisis. Allowing fossil fuel ads while at the same time trying to reduce CO₂ emissions is counterproductive. Advertising normalizes behavior we need to discourage, like frequent flying or reliance on fossil fuels. This ban is a step in the right direction.”
A Global First
Barker compares fossil fuel ads to those for tobacco, alcohol, or gambling, which are already restricted.
He explains that there is a whole movement of more and more cities that impose such bans in advertising contracts. ''We are the first city in the world that really bans it with regulations. We are actually hoping for a snowball effect. That other municipalities will follow suit. That is why we were happy with all the national and international attention. In that respect, we feel broadly supported.
“Smoking harms your lungs, and fossil fuels harm the planet's lungs.''
More potential for eco-friendly choices
While fossil fuel ads are being phased out, there’s more potential for the promotion of eco-friendly holidays and transport, encouraging sustainable choices.
UN boss António Guterres recently said about the climate crisis that we are playing Russian roulette with the earth. In that same speech he said that a ban on fossil advertising is a wise measure.
Overcoming Political Hurdles
Barker has been advocating for this policy since 2021. His initial proposal to ban fossil fuel ads across the entire metropolitan region was rejected. As a council member, he later submitted a proposal to introduce this ban in The Hague. “You could see that more municipalities were working on this and included it in new contracts. But that is going quite slowly, because some contracts with advertising operators still ran for five years. So if you want to achieve change, you could also do this through legislation. At the municipal level, that is the General By-law,” he says. His first proposal for this was rejected. After becoming alderman, he was able to help his own initiative proposal to a majority in the municipal council.
Legal Challenges Ahead
While the new rule takes effect on January 1, enforcement will begin with warnings if the ban is violated, followed by fines for repeated violations. The travel industry, represented by the ANVR, plans to challenge the ban in court, citing free speech concerns. Barker remains confident.
“There will always be legal risks, because you are doing something that has never been done before, but we think it is possible this way. We are confident that we will win this. Commercial speech isn’t the same as freedom of expression. Municipalities can impose restrictions for valid reasons, like public health and environmental protection. European courts have upheld similar bans before.”
Will It Make a Difference?
The regulation specifies the ban fairly narrowly, naming ads for gray energy contracts, gasoline, flights, and combustion-engine vehicles. In private contracts with advertising companies the ban is defined somewhat more broadly. Barker believes the ANVR’s legal opposition is a sign of the policy’s potential impact. “They wouldn’t challenge it if they thought it had no effect. They fear the domino effect. If successful, this could shift norms, encourage more sustainable choices and reduce reliance on fossil fuels.”
The Hague’s pioneering stance could set a powerful precedent for cities worldwide, signaling a significant step in the fight against the climate crisis.
More about this advertising ban
Travel trade claims fossil advertising ban violates free speech
Travel trade organisation ANVR is going to court to try to overturn a ban by the city council in The Hague on fossil fuel advertising. The ban is due to come into force on January 1 and will affect adverts for holidays, such as cruises and fly-drive packages, because they contribute to climate change. Ads for oil and gas-based energy contracts and cars – including hybrid electric cars, which are partly powered by fossil fuels – will also be prohibited on billboards in the city.
The Hague becomes world’s first city to pass law banning fossil fuel-related ads
Legislation makes it illegal to advertise fossil fuel products and services with a high carbon footprint
Secretary-General's special address on climate action "A Moment of Truth"
"We do have a choice: Creating tipping points for climate progress – or careening to tipping points for climate disaster. This is an all-in moment. The United Nations is all-in – working to build trust, find solutions, and inspire the cooperation our world so desperately needs. It’s We the Peoples versus the polluters and the profiteers. Together, we can win. But it’s time for leaders to decide whose side they’re on. Tomorrow is too late. Now is the time to mobilise, now is the time to act, now is the time to deliver."
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