The Dutch city will ban advertising for vehicles with internal combustion engines by ordinance
Advertising for combustion engine vehicles and cheap flights will be banned next year in The Hague, Netherlands. Starting January 1, a new local ordinance will come into effect, prohibiting the promotion of high-emission products, particularly those using fossil fuels.
From January 1, 2025, the Dutch city of The Hague will make history as the first in the world to ban advertisements for cars with combustion engines. The city aims to show its direction towards renewable energy sources and its commitment to achieving climate neutrality by 2030. The local council made the decision after several years of debate. This ban not only covers cars but also other products and services related to fossil fuels, such as air and marine transport, and petroleum products in general.
The Hague decided on this new measure to support the global challenge to combat climate change. The city responds to the call of UN Secretary-General António Guterres, who in June of this year called for a ban on fossil fuel advertising, likening such promotion to the once prevalent tobacco advertising. Guterres emphasized that just as cigarette advertising led to unhealthy behaviors, fossil fuel advertising supports irresponsible and unsustainable consumer decisions, which significantly undermines global climate protection efforts.
The decision by The Hague also stems from a local initiative called "Reclame Fossielvrij", which advocates for a ban on the promotion of fossil products across the country. This ecological organization claims that ads for cars and other fossil products unnecessarily support consumer behavior that contradicts climate goals. Spokesperson for the initiative Femke Sleegers hopes that this measure will create a "ripple effect" and encourage other cities worldwide to take similar steps.
According to the new rules, all ads for products and services with a high carbon footprint will have to disappear from public spaces. Car manufacturers can still advertise their products but only if they are not combustion engine vehicles. The measure primarily applies to outdoor advertising—on billboards, city posters or screens, or at public transport stops.
Interestingly, the ban does not only apply to commercial campaigns but also includes political campaigns and other promotions related to fossil fuels, though there will be exceptions for advertisements for natural gas, which remains partially supported in the Netherlands.
The Hague's decision could also inspire other cities worldwide that are discussing similar steps. In Europe, a similar law banning fossil fuel advertising was already introduced in France in 2022, with certain exceptions, such as for natural gas, similar to The Hague. Other cities, like Toronto and Graz, are also considering implementing similar measures.
Experts and activists believe that such bans have not only a direct impact on consumer behavior but also a broader psychological effect by gradually changing the perception of fossil fuels as "normal" products. In this way, cities aim to support the transition to more sustainable alternatives, especially to electric vehicles and other green technologies.
