Amsterdam has become the first capital city to introduce a ban on outdoor advertisements for meat and fossil fuel products in public spaces, effective from May 1, 2026. The measure, supported by a majority of the municipal council, aims to reduce climate-related emissions by targeting energy and food systems. Similar bans have been implemented in other Dutch cities, with legal challenges likely due to existing advertising contracts.

The city aims to transition to a 50% plant-based diet by 2050, with the current national average heavily relying on animal-based protein. While facing resistance from advertising and business associations, the policy aligns with public health and environmental goals, with ProVeg International expressing support for the move. Amsterdam's ban signifies a shift towards local regulatory approaches to reduce food-related emissions, symbolizing a step towards meeting climate targets.