The Hague has passed legislation to ban public and private advertising for fossil fuel products and high-carbon activities. It is striving to stop the normalisation of unsustainable industries, turning the spotlight to cleaner energy alternatives.
When medical science revealed how bad cigarette smoking was for human health, governments around the world began banning advertisements for all kinds of tobacco products.
Although this didn’t happen overnight, a successful global movement to ban ads for products that pose risks to human health raises a pressing question: why are fossil fuel companies still advertising their products, despite the fact that they threaten all life on our planet?
Luckily, legislators in The Hague have stepped in.
On Thursday of last week, legislation was passed to end ‘publicly and privately funded advertising for petrol and diesel, aviation, and cruise ships’ on the streets of the Dutch city. The bill not only prevents fossil fuel companies from advertising their products, but also moves to block the promotion of high-carbon products, services, and activities in public spaces.
A product of two years in the making, the ban will be legally binding in The Hague from next year.
Why is this ban important?
A ban on advertising high-carbon activity in public won’t immediately halt the use of fossil fuels. Nor will it serve to wipe the public’s knowledge of just how much we rely on them.
That said, continuing to advertise fossil fuels to the public undermines progress in creating adequate climate policy by normalising and promoting unsustainable behaviour.
As most of us know by now, fossil fuel industries are the number one cause of greenhouse gas emissions, which drive global warming and environmental degradation. By allowing these companies to advertise, we green-light high-carbon lifestyles and delay the transition to renewable energy.
Not only this, but advertisements create the perception that fossil fuels are indispensable, hindering public awareness of alternative, cleaner energy solutions like solar and wind power.
This stands to hinder efforts to reduce emissions, despite the urgent need to meet international climate targets such as those set by the Paris Agreement.
‘Major government investments are needed to counteract the negative effect of fossil advertising,’ said Thijs Bouman, an associate professor in environmental psychology at Rijksuniversiteit Groningen.
‘If fossil advertising is banned, these resources can be better deployed, for example to strengthen sustainable options and facilities such as public transport.’
In Europe, a number of cities have been attempting to limit the reach of high-carbon products and services. By filing council motions or voluntary agreements with advertising firms, governments are hoping to prevent fossil fuel companies from promoting their services to the public.
One city that’s had some success with this is Edinburgh. Back in May, the city’s council agreed to ban advertising for fossil fuel companies, as well as airlines, airports, fossil fuel-powered cars, and cruise ships, within council-owned advertising spaces.
Once the law is passed, companies that produce and distribute these products will no longer be able to sponsor major events in Scotland’s capital.
Wiping clean the lies
Fossil fuel adverts continue distort the public’s understanding of climate change, downplaying its risks or promoting false solutions like carbon offsetting while continuing to extract oil, coal, and gas.
Banning these ads reduces the influence of these industries on public policy and consumer behaviour, making way for a cultural shift toward sustainability.
Instead, these advertising spaces could be used to encourage investment in cleaner energy technologies, reduce consumption of fossil fuels, and promote a more equitable, green economy.
It’s time we start prioritising climate action and environmental responsibility, and disallowing fossil fuel companies from distributing lies in the form of ‘good PR’ is a step in the right direction.
Deputy Editor & Content Partnership ManagerLondon, UK
I’m Jessica (She/Her). I’m the Deputy Editor & Content Partnership Manager at Thred. Originally from the island of Bermuda, I specialise in writing about ocean health and marine conservation, but you can also find me delving into pop culture, health and wellness, plus sustainability in the beauty and fashion industries. Follow me on Twitter, LinkedIn and drop me some ideas/feedback via email.
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