The city’s decision will certainly turn heads across the world and especially across the continent as one of Europe’s most culturally influential destinations.
Amsterdam’s decision means that it has become the first capital city in the world to ban the advertising of meat in public spaces, and marks the culmination of a bill that was jointly tabled by the Party for the Animals and the Green/Left party.
The ban will kick in from 1 May in a bid to support the shift to healthier and emissions-lowering diets. It was approved by 27 of the 45 seats on Amsterdam’s municipal council.
The move follows Haarlem’s pioneering decision to ban meat advertising in 2022, which has since inspired seven other Dutch cities to work on similar bans with Amsterdam being the third to actually implement one.
“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,” Joey Cramer, director of ProVeg Netherlands said.
“This policy supports Amsterdam’s existing goal of ensuring their citizens’ diets are 50% 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.”
Research carried out by ProVeg International shows that a majority of Dutch consumers are now in favour of a move towards a more plant-based way of eating.
Protein consumption in the Netherlands sits at around 60% animal protein, with the Dutch Health Council’s recommended balance being 40% animal vs 60% plant-based protein.
