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New Delhi: Amsterdam has rolled out a first-of-its-kind policy banning public advertisements for meat and fossil fuel-linked products, connected to its climate action program. As part of this reform, starting May 1, advertisements promoting items such as beef burgers, petrol and diesel cars, airline travel and cruises have been removed from billboards, metro stations, bus shelters and other city-owned public spaces.

The move makes Amsterdam the first capital city globally to legally enforce such a restriction. The decision was approved earlier this year by the city council after a vote, part of a wider push to reduce emissions and reshape consumer behaviour.

The new law targets “high-carbon” products and services, including meat items like beef, pork and chicken, as well as fossil fuel-dependent sectors such as aviation, cruises and gas-powered vehicles. As the new law comes into being, advertisements are no longer allowed across publicly owned spaces, including public transport networks and street billboards.

However, the ban does not extend to private spaces. Ads can still appear inside shops, on private property, or through newspapers and digital platforms.

City officials say the ban is aimed at supporting Amsterdam’s long-term climate targets, including achieving net-zero emissions by 2050. It is also part of its intent to encourage a gradual shift towards plant-based diets. Authorities believe limiting exposure to ads promoting carbon-intensive lifestyles could influence public choices and reduce demand for environmentally harmful products.

While the move has drawn criticism from industry groups and advertisers over potential revenue losses, supporters argue it is a necessary step to align urban spaces with critical climate goals.