Amsterdam set to become first capital city to ban meat advertising in public spaces

A meat burger advert displayed on an Amsterdam digital billboard, as the Dutch capital moves to become the first in the world to ban meat advertising in public spaces.

Amsterdam is set to become the first capital city in the world to ban meat advertising in public spaces, as part of efforts to encourage healthier, lower-emission plant-based diets.

Amsterdam’s municipal council approved the ban ahead of its 1 May launch, with 27 of 45 seats backing the proposal. The bill was jointly introduced by the Party for the Animals and the Green/Left party.

Research from ProVeg International suggests Dutch consumers increasingly back the shift towards plant-based eating. Current protein consumption in the Netherlands remains around 60 percent animal protein, well above the Dutch Health Council’s recommended balance of 40 percent animal versus 60 percent plant-based protein.

The food awareness organisation praised the ban, arguing it signals rising awareness of meat production’s impact on food system emissions.

Joey Cramer, Director of ProVeg Netherlands, said:

We know that most of the carbon emissions in the food system comes from meat production so it makes sense for Amsterdam to restrict the advertising of meat as part of its strategy to promote food system change.

This policy supports Amsterdam’s existing goal of ensuring their citizens’ diets are 50 percent plant-based by 2050. Such a shift is not only good for the climate, it’s good for people’s health and, of course, for animals.”

Amsterdam first began curbing meat promotion in 2020 through voluntary agreements with advertisers. The city will now write the ban into its General Local Regulation (APV), reinforcing its legal footing.

The decision follows earlier action elsewhere in the Netherlands. In 2022, Haarlem became the first non-capital city globally to restrict meat advertising. Seven other Dutch cities have since explored similar measures, with Amsterdam now the third to implement a ban.