Amsterdam has reportedly become the first capital in the world to ban public advertisements for meat and fossil fuels – wiping hamburgers, gas-powered cars and airline promotions from billboards, tram stops and subway stations.
Since May 1, the advertising landscape of the Dutch capital and tourist hotspot has undergone a dramatic change. Ads that once showed chicken nuggets, SUVs and budget flights have been replaced by promotions for museums and concerts, according to BBC news.
Local politicians say the drastic step is part of an aggressive climate agenda, with the aim of achieving carbon neutrality by 2050 and halving meat consumption, the newspaper reported.
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Boats are seen on the canal in the center of Amsterdam. (iStock)
“The climate crisis is very urgent,” says Anneke Veenhoff of GroenLinks. “I mean, if you want to be a leader in climate policy and you rent out your walls to the exact opposite, what are you doing?”
But critics say the policy crosses a line, calling it an overreaching attempt to achieve personal choice, according to BBC News.
The Dutch Meat Association labeled the ban as “an undesirable way to influence consumer behavior” and warned that meat contains essential nutrients and must remain visible and accessible, according to the outlet.
Meanwhile, travel industry leaders say the restrictions unfairly target businesses.
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On November 16, 2023, an advertisement is shown at a tram stop in Amsterdam, Netherlands. (Peter Boer/Bloomberg)
The Dutch Association of Travel Agencies and Tour Operators called the ban on airline advertising a disproportionate blow to commercial freedom, according to BBC News.
However, proponents view the policy as a broader cultural shift and even compare meat ads to cigarette campaigns from decades ago.
“Because when I look back at old photos now, you have Johan Cruijff,” Hannah Prins, legal assistant at Advocates for the Future, told the outlet. “The famous Dutch footballer. …He was in tobacco advertising. That used to be normal. He died of lung cancer.”
Prins continues: “I don’t think it’s normal to see murdered animals on billboards. So I think it’s very good that that is changing.”
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Climate activists hold posters demanding peace during a march in Amsterdam on May 1, 2026. (Ana Fernandez/SOPA Images/LightRocket/Getty Images)
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Other Dutch cities – including Haarlem, Utrecht and Nijmegen – have introduced similar restrictions, while cities across Europe continue to push to curb fossil fuel advertising, BBC News reported.
Meanwhile, federal officials in the United States have taken a markedly different approach to food policy.
The Department of Health and Human Services unveiled updated dietary guidelines earlier this year that feature an inverted food pyramid. The top of the pyramid, now the wider part of the structure, is built on meats, fats, fruits and vegetables, while whole grains are at the narrow bottom.
