BY THE OPTIMIST DAILY EDITORIAL TEAM
The Hague made international headlines for being the first city in the world to approve legislation prohibiting marketing of fossil fuel-related products and services. This major ruling, issued earlier this month, seeks to limit the promotion of items with a high carbon footprint, such as gasoline, diesel, aviation, and cruise ships. The ban, which goes into effect at the start of next year, will affect both government and privately funded advertisements, including those on billboards and bus shelters throughout the Dutch metropolis.
This groundbreaking legislation establishes an important precedent in the global fight against climate change. Other cities have attempted to limit the reach of high-carbon items through council ordinances or voluntary agreements with advertising operators, but The Hague’s prohibition is the first that is legally binding. It is a major step forward for cities around the world that want to reduce carbon emissions and combat climate change head-on.
A response to global calls for action
The prohibition comes after UN Secretary-General António Guterres called earlier this year for countries and media outlets to take tougher action to combat fossil fuel advertising, citing parallels with existing tobacco advertising bans. Guterres stressed that, as with the tobacco industry in the past, fossil fuel businesses are contributing to a worldwide public health crisis—in this case, climate change. Governments can help change public behavior and prevent the normalization of high-carbon lifestyles by limiting their capacity to market.
Several cities have already made tiny moves in this direction. Edinburgh, for example, approved a council vote in May prohibiting fossil fuel-related ads in city-owned venues. The Scottish capital also prohibits enterprises that sell these products from sponsoring events or developing partnerships. However, unlike The Hague’s legislation, Edinburgh’s ban is voluntary and only applies to council spaces.
A legally binding first
The Hague’s new law is significant since it is legally binding. The restriction affects not only specific items, such as gasoline, diesel, and fossil fuel-powered vehicles but also businesses such as aviation and cruise ships. However, the rule exempts fossil fuel firms’ political advertising or efforts supporting a generic brand, allowing these businesses to keep prominence.
The bill took two years to pass, and there were difficulties along the way. Femke Sleegers, a spokesperson of Reclame Fossielvrij, the Dutch fossil-free advertising group that advocated for the ban, stated that past attempts to control fossil fuel commercials failed because operators refused to comply willingly. “The Hague shows the courage needed to tackle the climate crisis,” Sleegers remarked, applauding the city’s willingness to take bold action.
The impact of advertising on behavior
Advertising’s impact on consumer behavior is well-documented, and many experts say that fossil fuel marketing undercut climate legislation by encouraging unsustainable behavior. Thijs Bouman, an associate professor of environmental psychology at Rijksuniversiteit Groningen, stated that “fossil fuel advertising normalizes the use of high-carbon products and services, making it more difficult to change consumer habits.”
Bouman proposed that the resources now spent on fossil fuel advertising be better used to promote sustainable alternatives. He emphasized the importance of public investments in services such as public transportation in mitigating the impact of fossil fuel advertisements, noting, “If fossil advertising is banned, these resources can be better deployed, for example, to strengthen sustainable options and facilities.”
Catalyzing change worldwide
The Hague’s move may have repercussions beyond its borders, spurring similar actions in other cities around the globe. Cities such as Toronto, Canada, and Graz, Austria, are already launching campaigns to outlaw advertising for fossil fuels. In the Netherlands, both Amsterdam and Haarlem have outlawed marketing for climate-damaging products like beef, but these measures have yet to become legislation.
Sleegers believes that The Hague’s move will act as a spur for other towns to follow suit. “More cities have a wish to implement the fossil ad ban through ordinance, but they were all waiting for some other city to go first. The Hague is this city,” she said, predicting that more local governments will now feel empowered to act.
A bold step in climate action
The prohibition on fossil fuel advertisements in The Hague marks a significant step forward in global efforts to cut carbon emissions and shift to more sustainable lifestyles. By focusing advertising on high-carbon products and services, the city sends a clear message: encouraging environmentally destructive practices is no longer permissible.
As the world grapples with the rising costs of climate change, The Hague’s pioneering move provides a potential model for other cities looking to minimize their carbon footprints. With cities like Toronto and Amsterdam keeping a careful eye on things, this legislation has the potential to start a global campaign to prohibit fossil fuel advertising.
More cities may follow suit in the coming years, hastening the transition to a more environmentally friendly and sustainable future.
