Starting from May 1, 2026, Amsterdam will become the first capital in the world to ban advertising of meat and products linked to fossil fuels in public spaces.
The decision, approved by the city council on January 23 with 27 votes in favor out of a total of 45, seeks a triple benefit: improving people’s health, protecting animal welfare, and reducing global greenhouse gas emissions.
The regulation, driven by the GroenLinks party and the Party for the Animals (Partij voor de Dieren), will remove ads from billboards, metro stations, and bus shelters managed by the municipality.
The Environmental Impact of the Meat Industry
The urgency of this policy is supported by compelling figures:
- The meat industry is responsible for nearly 60% of food-related emissions globally.
- Meat production requires between 5,000 and 20,000 liters of water to produce just one kilogram.
- Each year, more than 88 billion animals are raised and slaughtered in industrial systems.
- The sector uses 83% of the world’s farmland to supply only 18% of the calories consumed.
Ethical and Political Arguments
- Jenneke van Pijpen (GroenLinks Amsterdam): “In Amsterdam, there is no longer room for advertising from large companies that fuel the climate crisis”.
- Anke Bakker (Party for the Animals): “The meat industry is not only a major polluter but also fundamentally unethical”.
City Goals
The measure aligns with Amsterdam’s goal to ensure that by 2050, its citizens’ diets are 50% plant-based. Currently, protein consumption is still dominated by 60% animal origin.
According to Joey Cramer, director of ProVeg Netherlands, the logic is clear: animal-based foods emit twice as much greenhouse gases as plant-based ones.
The ban has sparked discussions about freedom of expression and potential litigation. However, the institutional message is firm: the climate emergency cannot be fought while promoting the consumption of products that fuel it.
Inspiration for Other Cities
Amsterdam leads a change that is already inspiring other Dutch cities like Haarlem, The Hague, and Utrecht, inviting reflection on the impact of dietary habits. According to estimates, a transition to more plant-based diets could reduce emissions by up to 70%.
Amsterdam’s decision sets a global precedent in the fight against climate change and animal welfare. By banning meat advertising in public spaces, the city not only transforms its urban landscape but also sends a strong message: dietary transition is key to addressing the ecological crisis and building a more sustainable future.
