How The Hague became the first city in the world to ban fossil fuel advertising

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 ban come about, and will it withstand legal challenges?

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,” says Robert Barker, the alderman responsible for advertising policy and a member of the Party for the Animals (PvdD). “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.”

 Barker compares fossil fuel ads to those for tobacco, alcohol, or gambling, which are already restricted. “Smoking harms your lungs, and fossil fuels harm the planet's lungs,” he explains. “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. 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.”

 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,” he says. “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.”

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