We talk fossil fuel advertising with alderman Robert Barker the man behind The Hague’s groundbreaking ban

On September 13 last year, in a groundbreaking move that received huge international coverage, The Hague, Netherlands, became the first city globally to legally ban advertisements for fossil fuels. This legislation marks a significant milestone in the fight against climate change, addressing the powerful role of advertising in shaping public perception and consumer habits. There are implications here for ethical marketing, climate change and the face of advertising worldwide. As this is such a big deal we’re going to look into the ban, the background to it and add in a little context – The Hague very kindly arranged for us to have a chat with alderman Robert Barker, the deputy mayor responsible for advertising policy and a member of the Party for the Animals (PvdD)., who gave us his view on the importance of such a move, and why they felt the need to make it enshrined in law.

To put it into context, The Hague’s ban on fossil fuel advertising is part of a far bigger plan with the municipality wanting to become fully climate-neutral by 2030. The decision reflects the city’s recognition of the urgent need to address climate change and reduce emissions. As Leonie Gerritsen, a council member from the PvdD put it, “The Hague wants to be climate neutral by 2030. Then it is not appropriate to allow advertising for products from the fossil industry”.

alderman Robert Barker

Robert told us this wasn’t the first time the PvdD had proposed similar moves previously by appealing in vain to the social responsibility of advertising operators. In 2022, PvdD first tried to ban fossil advertising through the General Local By-law (APV), but failed. Robert said they felt that the new coalition, which formed in September 2023, was more likely to look favourably and this led to the PvdD initiating the proposal for the ban. Known for its focus on environmental issues, the party argued that allowing fossil fuel ads directly contradicted the city’s sustainability goals. The proposal gained momentum with the support of other progressive parties, including the Greens, Labor, and Democrats 66.

Leonie Gerritsen explained the rationale: “When you are in a climate-crisis hole, the simplest thing to do is stop digging, and that means not advertising the things that got you in trouble to begin with”​

The proposal built on earlier successes, such as banning fossil fuel ads in bus shelters across the Netherlands. However what makes this a bit different is that this new measure goes further by enacting a legal prohibition on all fossil-related advertising​. Advocates pointed to the success of similar measures in reducing tobacco consumption, drawing parallels between the harmful effects of smoking and the catastrophic impact of climate change.

The vote passed by a narrow margin of 24 to 21, which reflects both the controversy and the determination of advocates. Despite its eventual success, the proposal faced significant opposition from conservative parties like the VVD and PVV. Critics to the ban argued that it infringed on free market principles and limited consumer choice, some also questioned its effectiveness, claiming that individual cities lack the power to make a meaningful dent in global emissions.

Those in favour countered these arguments by emphasising the symbolic importance of the ban and its potential ripple effects. Drawing on international support, they cited statements from figures like UN Secretary-General António Guterres, who has called for a global ban on fossil fuel advertising. Guterres recently declared, “Fossil fuels are not only poisoning our planet – they’re toxic for your brand”​. Robert Barker told us he feels that Gutteres public support of similar ideas was definitely a part of what helped change the mind of some of his fellow politicians.

The scope of the ban

Effective from the 1st of this month, the ban aims to reduce the promotion of high-carbon products and services, aligning with the city’s broader strategy to tackle environmental degradation and accelerate the transition to a cleaner, greener economy.

The new legislation prohibits advertising for fossil fuel companies, including those involved in the production and sale of coal, oil, and natural gas. It also restricts the promotion of high-carbon services such as petrol and diesel vehicles, aviation, and cruise ships—all known for their significant environmental impact. By targeting these industries, the city hopes to curb the normalisation and desirability of fossil fuel consumption.

The ban applies specifically to public spaces owned by the municipality, including billboards, bus shelters, and other city-managed advertising platforms. This ensures that fossil fuel promotions are removed from highly visible and influential locations within The Hague.

While the ban’s guidelines are strict, there may be limited exceptions. For instance, advertisements focusing on a company’s renewable energy initiatives could be permitted, provided they meet stringent criteria to ensure they are not misleading or engaging in “greenwashing.”

Reactions to the ban

Marketing, and with it, advertising is a powerful tool that shapes consumer behavior and social norms. Studies have shown that fossil fuel ads normalise, or at least minimise, high-emission lifestyles while undermining public trust in sustainable alternatives. As Thijs Bouman, an associate professor at the University of Groningen and author of the paper “A ban on fossil ads is essential, but other measures are also needed”, noted, “Fossil fuel advertising normalises and promotes unsustainable behavior and discourages sustainable behavior, actively undermining current climate policy”​

Some cities, like Edinburgh, have already tried to limit the reach of high-carbon products and services through council motions or voluntary agreements with advertising operators. The Hague, being the first to sign it into law means ths approach is more immediate and enforceable. This distinction could set a precedent for stronger actions worldwide. Robert explained a little about why he thinks The Hague was able to do this where others haven’t: “You have to take a risk – this is the City for peace and justice – it’s fitting we’ve been the first to do it, other places have councils adding it into contracts but putting it into law is risky and that’s why others haven’t done it. We hope this will stimulate other places to do it.”

Although direct responses from marketing agencies remain limited, the industry’s involvement in promoting fossil fuels has faced growing criticism. For example, in South Africa, TotalEnergies came under fire and faced regulatory action for advertising campaigns accused of misrepresenting their sustainability efforts. The Advertising Regulatory Board ruled against TotalEnergies for “greenwashing,” emphasising the increasing need for transparency and integrity in environmental marketing claims. Reports from organisations such as Climate Action Against Disinformation (CAAD) reveal that fossil fuel companies continue to spend millions on digital ads that promote misleading narratives. In the lead-up to major climate summits, these corporations have amplified their campaigns to influence public opinion and policymaking​.

The Dutch travel trade organisation however ANVR has filed a legal challenge against The Hague’s advertising ban, claiming it violates freedom of speech. ANVR argues that the ban unfairly limits travel companies’ ability to promote offerings like cruises and fly-drive packages, which are now classified as fossil fuel-related services due to their environmental impact. Frank Radstake, director of ANVR, defended the challenge, stating, “Companies and brands also have a right to freedom of speech,” and describing the ban as a symbolic measure unlikely to result in significant reductions in fossil fuel consumption.

Robert Barker defended the city’s decision, framing it as a crucial step in addressing climate change. He commented, “National government isn’t doing much, so we have to look to local measures. We want to be a city on the sea, not in the sea,” stressing the importance of local actions to combat the environmental crisis.

He continues: “The public haven’t made a fuss. They hope it’s a snowball effect – it stimulates sustainability rather than fossil fuels. It’s strange that we’re normalising fossil fuels it whilst wanting to tackle it –  fossil fuels are bad for the lungs of the planet”. He adds that he hopes cutting down on cheap flights, and fossil fuel heavy travel might help push people towards more sustainable ways to travel.            

What’s next

By banning such advertisements, The Hague aims to reduce the influence of these campaigns and encourage a cultural shift toward sustainable practices. Advocates argue that redirecting advertising resources to promote renewable energy and public transport could further accelerate this transition​. The Hague’s decision is expected to inspire similar measures in other cities and countries. The Hague’s legislative approach is more immediate and enforceable. This distinction could set a precedent for stronger actions worldwide​. Internationally, the ban has drawn praise from climate activists and policymakers. British author Andrew Simms lauded The Hague’s leadership, stating, “The city of The Hague has declared it is no longer willing to promote its own self-destruction”

There is still work to do though, this comprehensive approach demands coordinated efforts to adapt existing contracts and update digital and physical advertising inventories. Municipal authorities are working on outreach to affected parties, ensuring they understand the specifics of the law and its deadlines. The city must clearly define enforcement mechanisms, establish guidelines for compliant advertising, and collaborate with stakeholders, including businesses and advertising agencies, to ensure a smooth transition.

Despite criticisms, the decision signals a bold move toward aligning urban policies with global climate commitments. Its success or challenges in implementation will likely serve as a benchmark for other cities considering similar measures. The outcome will also test public and political receptiveness to restricting high-emission industries in favor of sustainable advertising norms.

Robert Barker tells us: We want to remain a city on the sea not under it, the climate scenarios mean that we  need to look to the future – how we  can look at moving things forward – how can we provide their defenses to the sea, to take into account changes in climate, make the city centre greener and help cool the area, all of this make it a stronger, greener environment.

I think it’s important as a planet we tackle the climate crisis – this is one of the action points we should take – if you want to tackle it you can’t stimulate or normalise it – in some ways this is quite a light measure but it shows we are serious about tackling climate change.

The Hague’s decision has inspired cities worldwide, with advocates predicting a “snowball effect.” Organisations like Reclame Fossielvrij and international groups are already fielding inquiries from municipalities in Europe and beyond, eager to replicate the approach. Proponents argue that this type of law helps normalise climate-friendly behaviors and paves the way for broader systemic changes in reducing emissions.

Our thoughts

It comes as no surprise that The Hague are looking to be the first to do this, the municipality’s commitment to tackling the climate crisis is one of the most co-ordinated, and we think this ban is one of the most important things to have happened in the field of ethical marketing over the last 12 months.

The fossil fuel advertising ban represents a significant step towards a more ethical marketing outlook. It challenges industries to reevaluate how they communicate with consumers, pushing for transparency and accountability in environmental claims.

The ban underscores the need for honesty in marketing, particularly in environmental claims. Advertisements that promote fossil fuels or high-carbon industries are often accused of “greenwashing” and misleading consumers by overstating sustainability efforts. By banning such ads, The Hague sends a clear message that ethical advertising must prioritise accuracy and avoid exploiting environmental concerns for profit.

The legislation highlights the importance of aligning advertising practices with broader societal goals, such as combating climate change. Ethical marketing increasingly demands that businesses demonstrate genuine efforts toward sustainability rather than relying on superficial campaigns. Companies that advertise in The Hague’s public spaces will now need to ensure their messaging aligns with the city’s values of environmental stewardship.

The fossil fuel industry has long relied on advertising to maintain its public image and consumer demand. By treating fossil fuel advertising similarly to tobacco promotions which are heavily restricted due to public health concerns. The Hague’s ban reframes fossil fuel marketing as an ethical issue. This move challenges other industries to consider the broader impact of their promotional activities on society and the environment. Robert Barker compared the move to the bans often in effect for advertising on smoking and gambling.

There is another interesting side to this in terms of marketing, with traditional fossil fuel advertising banned, companies must innovate to stay relevant. For instance, energy companies could focus on promoting renewable energy projects or genuine sustainability initiatives. Ethical advertising in this context involves not just avoiding harmful messaging but actively contributing to positive societal change.

The ban aligns with a growing international movement toward ethical advertising standards. Cities like Amsterdam and countries like France have implemented similar restrictions, and global leaders have called for broader bans on fossil fuel advertising. These developments signal a shift in public expectations, with ethical advertising and marketing increasingly seen as a baseline requirement rather than an optional practice.

Ethical marketing also involves empowering consumers to make informed decisions. The ban contributes to this by limiting exposure to misleading messages about fossil fuels, enabling a more accurate understanding of their environmental impact. By prioritising transparency and integrity, The Hague’s policy supports a more informed and conscientious public.

The Hague’s fossil fuel ad ban exemplifies a critical evolution in ethical marketing. It challenges industries to act responsibly, embrace transparency, and align with global sustainability goals. As other cities and countries consider similar measures, this policy sets a precedent for how advertising can be used as a force for good in the fight against climate change. It underscores a broader shift towards scrutinising the advertising industry’s complicity in promoting environmentally harmful activities, and it has reinforced calls for systemic changes at both local and international levels. Whether this inspires a broader trend remains to be seen, but it has undoubtedly intensified the dialogue around advertising’s role in climate change.

 

Thanks to The Hague, and alderman Robert Barker for their help in compiling and writing this article.

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