The Dutch seat of government The Hague has become the first city in the World to pass a law banning advertisements promoting fossil fuel products. Also climate-busting services, including a ban on airline and cruise ship advertising. The ban will be implemented from 1 January 2025 and will affect adverts for holidays, such as cruises and fly-drive packages, because they contribute to climate change.

The Hague’s ban, which has taken two years to pass, is legally binding. It outlaws fossil fuel products and services with a high carbon footprint, but it does not cover political advertising by the fossil fuel industry or adverts that promote a general brand. The Hague’s legislation is seen as a potential catalyst for similar campaigns around the world, including Toronto in Canada and Graz in Austria. A local law has also been proposed in the Dutch capital, Amsterdam. Amsterdam and neighbouring city Haarlem have previously imposed bans on products that contribute to climate breakdown, including meat, although they have not made them into law. The Hague is the very first city which make it into place.

Dutch umbrella travel trade organisation ‘ANVR’ (the equivalent to ABTA in the UK) is going to court to try to overturn this ban.

Ads for oil and gas-based energy contracts and cars – including hybrid electric cars, which are partly powered by fossil fuels – will also be prohibited on billboards in the city.

But ANVR says the ban breaches travel companies’ right to freedom of speech and hopes to overturn it by a court injunction.

“Companies and brands also have a right to freedom of speech,” says director Frank Radstake. The organisation argues that the ban is a symbolic gesture that will do nothing in practice to reduce fossil fuel use.

The Hague is the first council in the Netherlands to use by-laws to remove adverts for fossil fuels, although other major cities including Amsterdam, Utrecht and Eindhoven are considering following suit. As PR agency for tourism we keep a close look on these developments as it will have a high impact on our industry if more cities follow.