In a groundbreaking victory for climate action and truth in advertising, the Dutch city of The Hague has officially upheld the world’s first law banning fossil fuel advertisements.
The Dutch court’s decision reaffirms the city’s move to tackle greenwashing and corporate misinformation at its roots — ensuring that public spaces are no longer vehicles for promoting fossil fuels and products that undermine climate goals.
A Landmark Law for a Fossil-Free Future
In January 2023, The Hague introduced a first-of-its-kind municipal ordinance banning advertisements for fossil fuels, fossil-powered transport, and the aviation sector in all public spaces, including bus stops, billboards, and other outdoor media platforms managed by the city.
This ordinance is a direct response to the urgent need to reduce emissions and challenge the pervasive marketing practices of industries that profit from environmental destruction. It follows years of citizen pressure, especially from climate campaigners with Reclame Fossielvrij (Fossil Free Advertising), who have fought to expose the role advertising plays in normalising fossil fuel consumption.
The law prohibits:
- Ads for fossil fuels (including oil, gas, and coal)
- Ads promoting fossil-powered transportation
- Aviation ads, especially those promoting flying for leisure
A Legal Battle — and a Big Win
Shortly after its introduction, the ordinance was challenged by travel companies which argued that the ban was too broad and restricted their commercial interests.
However a Dutch court ruled that the city of The Hague acted lawfully in introducing the ban. The court recognized the city’s right — and responsibility — to protect public health and the environment, especially in the context of the climate crisis. This ruling not only safeguards the fossil ad ban but also sets a legal precedent for other cities worldwide to follow.
ClientEarth, one of the organisations supporting fossil ad bans globally, celebrated the decision, calling it “a monumental moment in holding fossil fuel companies and their enablers to account.”
Why Fossil Fuel Ad Bans Matter
Fossil fuel advertising perpetuates misleading narratives about “sustainable oil” or “clean gas,” obscuring the true environmental costs. It delays action and creates public confusion — the very opposite of what is needed as climate impacts worsen around the globe.
By banning fossil ads, The Hague is sending a powerful signal:
- Climate-wrecking products cannot be normalised.
- Public spaces should support public health, not private polluters.
- Cities can lead the way in protecting people and the planet.
Fossil Ad Ban is not just a policy. It’s a movement.
Let’s make The Hague the first of many!
