So the idea of banning advertisements for fossil products is increasingly on the political agenda. But compared to similar measures, such as the ban on tobacco advertising, the advertising ban on fossil products is still relatively new. A lack of evidence-based information makes effective policy debate difficult. This is why Bolderdijk and colleagues are researching the level of support for and the effects of bans on fossil product advertising to move the policy discussion forward with scientific knowledge.

And they have been successful: for example, their insights played a decisive role in a lawsuit over the advertising ban.

Essential aspect of climate action

In 2023, at the instruction of the Dutch government, Bolderdijk and a mixed group of social scientists and ethicists conducted a literature review to assess the effectiveness of a national ban. This scientific opinion was presented to Rob Jetten, the Dutch Minister of Climate and Energy at the time. Fossil product advertising bans are an essential part of a larger package of policies needed to change social norms regarding climate pollution, the study found.

Research helped win a lawsuit

When the municipality of The Hague banned fossil product advertisements in public spaces in 2025, such as advertisements for air travel, their action led to a storm of criticism. The Dutch Association of Advertisers called it a “purely cosmetic” measure and the Dutch travel trade association ANVR thought it was a “curtailment of freedom” that would also have very little impact on the climate. In response, the travel industry petitioned for an interim injunction.

New research by Bolderdijk and colleagues played a crucial role in this injunction proceedings. Together with Smith (ETH Zurich) and Thijs Bouman (University of Groningen), Bolderdijk published a piece in the authoritative Nature Climate Change scientific journal in 2025. In it, the researchers highlight the effectiveness of a local ban. The main strength of a local ban of this nature is the signal it sends, which can have global impact according to the study. In addition, the researchers found that fears of widespread negative reactions were unfounded. “In several countries, the number of supporters of a European ban turned out to be much higher than the number of opponents.”

The survey results helped the municipality substantiate why the ban was indeed an effective measure. Lawyers acting for the municipality used both the publication and an expert opinion submitted by the researchers, in which they reflected on the effectiveness of The Hague's policy.
With success: in April 2025, the judge ruled in favour of the municipality. As a result, the ban on public advertisements for air travel and other fossil products remains in effect in The Hague.

Starting shot 

The outcome of the interim injunction proceedings in The Hague proved to be the starting shot for several other Dutch municipalities, which also implemented similar bans on fossil product advertising. Utrecht, Zwolle, Leiden and others followed The Hague's example. In addition, the publication presented by the UvA researchers earlier this year prompted the Partij voor de Dieren, the Dutch political party for animal welfare, to put questions in parliament to the Dutch Minister of Climate and Green Growth. The topic has also resonated internationally. In Canada, for example, the ruling in the lawsuit against the municipality of The Hague led to a public debate on banning fossil product advertisements.

Want to know more?

The Impact Centre involved is: Marketing Insights for Societal Transitions (MIST).

Publications and reports

• Bouman, T., Bolderdijk, J.W. & Smith, E.K. Local fossil fuel ad ban as a catalyst for global change. Nat. Clim. Chang. 15, 348–350 (2025). 
• Een verbod op fossiele reclame: essentieel, maar niet voldoende: Wetenschappelijk advies (A ban on fossil fuel advertising: essential, but not sufficient – scientific advice, NL). Bolderdijk, J.W.; Bouman, T.; van de Grift, L. et al. Rijksoverheid, 2023.

Other sources

• Rechter stelt wethouder in gelijk: geen reclames voor vliegreizen in Den Haag (Court rules in favour of alderman: no advertisements for air travel in The Hague, NL). (2025, 20 December). Omroep West.

• Lower House of the States General . (2025). Parliamentary questions on the article 'Local fossil fuel ad ban as a catalyst for global change' gepubliceerd in Nature Climate Change op 21 maart 2025 (Kamerstukkennummer: 2025Z05844 / 2025D13360).