From May 2026, Amsterdam will ban advertisements for meat, flights, diesel and petrol vehicles, and gas heating. This move follows similar steps taken by several Dutch cities as part of a wider push toward a greener future. Haarlem was the world’s first city to ban meat advertising, followed by Utrecht and Zwolle, which have banned advertisements for both meat and fossil fuels. Delft, The Hague, Nijmegen, and Gouda have also taken comparable measures to reduce advertising for industries considered environmentally damaging and harmful to animal welfare. The ban will apply across buses, trams, and trains, as well as in metro and train stations and at bus shelters. The move was proposed by GreenLeft and the Party for the Animals, and has been met with both support and criticism from different political and industry groups.
Back in 2024, the city of Amsterdam paved the way as the first EU capital to support the Plant Based Treaty, aiming to shift the protein intake of the city from 40-60% plant based by 2030. This is in addition to a firework ban for ordinary citizens. in the city to protect people, animals and the environment
“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,” said Joey Cramer, Director of ProVeg Netherlands.
From a Jewish ethical perspective, Amsterdam’s decision reflects the principle of tikkun olam, the obligation to repair and protect the world. Jewish tradition teaches that the earth does not belong to us, but is held in stewardship for future generations. Policies that limit the promotion of industries known to accelerate climate damage align with the responsibility to safeguard creation and prevent avoidable harm to people and ecosystems alike. The restriction on meat advertising also resonates strongly with the value of tza’ar ba’alei chaim, the prohibition against causing unnecessary suffering to animals. Industrial meat production is widely associated with practices that inflict pain and distress on animals, as well as environmental degradation that further endangers wildlife. By reducing the social normalisation and commercial promotion of these industries, Amsterdam is taking a step that acknowledges animal welfare as a moral concern rather than a marginal issue.
Taken together, Amsterdam’s actions suggest a growing recognition that public policy can reflect moral values, not only economic interests. Through limiting advertising that promotes environmental harm and animal suffering, the city offers a practical example of how tikkun olam can be pursued in modern urban life.
Sources:
Meat free Mondays
Plant based news