Fossil fuel ads are now banned in Amsterdam and Florence through regulation to accelerate the impact of these policies to address climate change and to create a public perception of more sustainable lifestyles. Amsterdam (the Netherlands) and Florence (Italy) both passed laws in early 2026 to ban the advertising of fossil fuels in public places, making them two of the leading cities engaged in municipal climate governance as part of a worldwide movement.

The ban in Amsterdam will start on May 1, 2026, after the city council passed it by a 27-17 vote. The ban will include the advertising of high-carbon-emitting/high-carbon-supply products and functionality, such as aviation products, petrol- and diesel-powered automobiles, and natural gas heating contracts/carbon.

These decisions are part of a broader global trend: over 50 cities worldwide have either limited or begun plans to limit fossil fuel advertising, mainly in Europe and Australia, with some altogether banning these advertisements in public areas.

The Strategic Logic Behind Banning Fossil Fuel Ads

Fossil fuel ads are banned in Amsterdam and Florence, including paid marketing by companies that sell coal, oil, gas, vehicles that run on fossil fuels, flights, and cruises. These ads do more than just promote products. Experts and campaigners say these advertisements normalize high-carbon consumption and help fossil fuel companies stand in the way of climate action.

While this is unprecedented in history, it is also similar to the public health-related initiatives of banning the advertising of tobacco to slow down the public’s smoking habits and the detrimental impact of that on public health. The climate advocacy community is now using similar arguments to ban fossil fuels from public advertising, thereby preventing their advertising altogether, and to impose regulatory measures that restrict their use as a harmful public entity.

UN Secretary-General António Guterres has openly supported this plan, urging governments and advertising companies to stop promoting fossil fuels, as tobacco advertisements were phased out, to combat misinformation and reduce the industry’s influence on public opinion.

Also Read: The Health Impacts Of Fossil Fuel Pollution Can No Longer Be Ignored

How the Bans Work: What’s Included?

Amsterdam’s legally binding ban covers all public areas where advertisements can reach residents and visitors, such as:

• Outdoor billboards
• Public transportation
• Screens in transit areas

It aims at advertising for fossil fuel products and high-carbon services, such as:

• Flights and airline deals
• Petrol and diesel cars
• Gas heating contracts
• Cruise ship packages

However, fossil fuel or aviation companies may still be able to promote their brands until current contracts end, after which wider restrictions could be imposed.

Florence’s ban is similar, but for now, it is focused on public spaces. Both cities say the policy is not to judge personal choices but to reduce how often people are exposed to advertisements promoting high-carbon consumption.

Here’s a global ad policies comparison:

Note: Amsterdam and Florence join cities like Stockholm, Edinburgh, and Sydney, whose bans vary from complete to partial restrictions, creating different local climate policies.

Also Read: Global Emissions 2024: 32 Fossil Fuel Companies Linked To 50% Of CO2 Output

Why Cities Lead on Climate Action When Nations Lag

Cities often lead in climate policy because they can enact laws more quickly and respond directly to local needs. Even when national governments hesitate to restrict advertising, city councils have passed local laws to reduce public viewing of advertisements for polluting industries.

For example, The Hague became the first city to legally ban fossil fuel advertising in January 2025, targeting petrol, diesel, aviation, and cruise advertising in outdoor areas, thereby setting a legal precedent.

National governments are starting to get involved. France has passed a national ban on fossil fuel advertising under climate law, and countries like Ireland and Canada have discussed similar prohibitions.

Also Read: Renewable Energy Growth Drives Historic Drop In China’s Fossil Power Use

Criticisms and Problems

Despite the fact that fossil fuel ads are banned in Amsterdam and Florence, they face resistance:

• Advertising and media groups argue that bans could lower revenue and limit free speech.
• The travel and vehicle industries sometimes challenge bans in court, arguing they go too far in affecting business interests.
• Critics question whether advertising bans alone change consumer behavior or are merely superficial without a broader climate plan.

Still, legal precedents and growing public support, especially among those concerned about climate change, indicate that these policies are increasingly widely accepted.

Also Read: Renewables Lead The Way As Wind And Solar Overtake Fossil Fuels Across The EU

A Symbolic but Strategic Step in Climate Governance

Fossil fuel ads are banned in Amsterdam and Florence, and they do more than send a message. They are a plan to change public spaces by removing the constant media reminders that make high-carbon lifestyles seem normal. While these bans alone won’t reduce emissions immediately, they shift the conversation about what cities choose to promote, which is key to long-term change.

If more towns adopt these policies and national governments consider broader laws, fossil fuel advertising bans could become a standard tool in climate governance, alongside taxes, emissions limits, and support for renewable energy.

Also Read: Global Fossil Fuel Use Must End To Save 1.5°C Target, COP30 Delegates Told

FAQs

1. What is being banned in Amsterdam and Florence?

Bans target advertising for fossil fuels and high-carbon services (such as flights, petrol/diesel cars, and gas heating) in public spaces, including billboards and public transportation.

2. Do these bans stop all fossil fuel company marketing?

Not yet. Fossil fuel companies may continue to promote their brands until contracts end, but advertising specific products is not permitted.

3. Why aren’t national governments banning fossil fuel advertising more?

National bans require greater consensus and face more vigorous industry opposition. Cities can act faster by controlling local public spaces.

Also Read: Fossil Fuels Set To Dominate Global Energy Use Beyond 2050, Says McKinsey