Amsterdam is pushing ahead with one of Europe’s strictest climate‑aligned advertising measures by banning meat and fossil‑fuel ads from public outdoor spaces. The decision could trigger legal disputes with concession holders and adds new pressure on the Dutch OoH industry as more cities adopt similar restrictions.
DooH: Amsterdam to Ban Meat and Fossil Fuel Outdoor Advertising
Amsterdam is set to become the latest Dutch city to prohibit outdoor advertising for meat products and fossil fuels in public spaces. The city council voted on Thursday to amend local bylaws and introduce a ban covering both static and digital out‑of‑home advertising across municipal facilities.
Billboards and Shelters Affected – Shop Windows Exempt
The new regulation applies to billboards and bus shelters, including the roadside transit shelters operated under contract by JCDecaux. Advertising inside retail spaces remains unaffected, meaning shopkeepers can continue to promote products on posters and window displays.
City officials acknowledge that the measure could clash with existing advertising contracts. Legal challenges from concession holders are considered a realistic possibility if the ban goes into effect as planned on May 1.
Small Share of Market, Big Symbolic Impact
Despite its political weight, the commercial impact may initially be limited. According to city data, meat advertising represents just 0.1 percent of Amsterdam’s outdoor advertising market, while fossil‑fuel‑related ads account for 4.3 percent.
Amsterdam joins a growing list of Dutch municipalities restricting climate‑sensitive advertising categories. Nijmegen introduced a similar ban in 2025, following earlier decisions by The Hague, Utrecht, and Delft in 2024. The movement aligns public‑space advertising policies with broader national climate and public‑health goals.
UK Sugar Tax
The UK is also limiting out of home advertising with a national sugar tax – the Soft Drinks Industry Levy (SDIL), in place since 2018. Initially targeting only pre‑packaged soft drinks, the regulation will be widened from 2028 to cover a broader range of “out‑of‑home” products, including high‑sugar beverages such as milkshakes and flavored lattes.
