From veganfoodandliving.com
Amsterdam has become the first capital city in the world to vote to ban the advertising of meat in public spaces, in a landmark move designed to support healthier diets and reduce climate emissions
The Dutch capital has approved changes to its local bylaws that will prohibit adverts for both meat products and fossil fuels across public areas such as billboards and bus shelters in a bid to reshape public spaces in line with its climate and health goals.
On Thursday (January 22nd), councillors voted to amend the city’s General Local Regulation (APV), formalising restrictions that had previously been implemented through voluntary agreements with advertisers since 2020.
The proposal was jointly tabled by GroenLinks (Green/Left) and the Partij voor de Dieren (Party for the Animals), and was approved by 27 of the 45 seats on Amsterdam’s municipal council.
Amsterdam joins other Dutch municipalities such as Utrecht and Zwolle in banning meat and fossil fuel advertising, which voted to ban advertising from buses, shelters, and all screens visible in public, because of the impact on health and the climate in 2023.
Additionally, other Dutch cities, including The Hague, Delft and Nijmegen, have already introduced similar advertising bans, but Amsterdam is the first capital city to enact a ban on meat adverts.
The ban is expected to apply to advertising for meat, air travel, cruises and petrol-powered cars in public spaces. Shopkeepers will still be permitted to advertise products on their own premises, meaning the restrictions will not affect posters displayed inside shops.
The Netherlands is leading the way on meat advertising bans. After Haarlem became the first non-capital city to act in 2022, Amsterdam is now the third Dutch city to implement similar restrictions. Photo © Bogdan Lazar/Adobe Stock
Restrictions on meat advertising
The move builds on earlier action taken elsewhere in the Netherlands. In 2022, the town of Haarlem became the first non-capital city in the world to restrict meat advertising. Following that decision, seven other Dutch cities began work on similar measures, with Amsterdam now becoming the third to officially implement such a ban.
Research suggests the policy reflects public opinion. A majority of Dutch consumers support a shift towards more plant-based diets, yet current protein consumption in the Netherlands still stands at around 60% animal protein. This is well above the Dutch Health Council’s recommended balance of 40% animal protein and 60% plant-based protein.
The environmental case is also clear. Animal-based foods are responsible for around twice as many greenhouse gas emissions as plant-based foods.
“We know that most of the carbon emissions in the food system comes from meat production so it makes sense for Amsterdam to restrict the advertising of meat as part of its strategy to promote food system change,” Joey Cramer, Director of ProVeg Netherlands, said.
“This policy supports Amsterdam’s existing goal of ensuring their citizens’ diets are 50% plant-based by 2050. Such a shift is not only good for the climate, it’s good for people’s health and, of course, for animals,” Cramer said.
When will Amsterdam’s ban on meat adverts start?
There has been some uncertainty around the timing of the ban. Although the measure is set to kick in from 1 May, Alderman Melanie van der Horst previously warned that implementing it too quickly could be problematic.
Speaking earlier this week, she said the city would need a “reasonable transition period” and cautioned that there could be legal implications.
Concerns have already been raised by advertisers and trade associations, some of whom have described the ban as symbolic or legally risky. Critics argue it could restrict freedom of speech and create challenges for companies, including those trying to promote more sustainable products.
Supporters, however, say the policy is about reshaping public space and increasing awareness of the climate impact of everyday consumption.
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