Two municipalities in the Netherlands, Bloemendaal, in North Holland, and Utrecht, the fourth largest municipality in the country, have voted to ban the advertising of meat and dairy products on billboards, posters, buses, and other advertising spots managed by them (not including private spaces). 

According to local media 105, the ban in Bloemendaal also includes fossil fuels-dependent products such as combustion engine cars and airline tickets. In a statement to Noordhollands Dagblad, the municipality said that it is committed to taking the necessary actions to reduce CO2 emissions and that growing and transporting animal feed results in deforestation and the release of greenhouse gases, thereby contributing to the climate crisis. 

According to AD, at the end of October, the City Council of Utrecht voted to ban meat ads in publicly owned areas, as well as alcoholic beverages and gambling. These are not the first Dutch cities that have done this. In 2022, the city of Haarlem, west of Amsterdam, became the first city in the world to ban adverts for meat, holiday flights, fossil fuels, and cars that run on fossil fuels, from spaces owned by the local authority (such as buses and transport shelters), but the ban will be enacted in 2024.

The Dutch government has been trying to limit the nitrogen emissions caused mainly by animal agriculture, committing to the country’s overall emissions by 2030. Dutch retailers have reportedly seen declining sales of meat products for nine consecutive quarters, with a 13% drop compared to the first quarter of 2019, possibly due to higher prices and lower purchasing power 

Pablo Moleman, from ProVeg Netherlands, said, “Meat has always been a product that requires an enormous amount of raw materials. To make one kilogram of meat, you need up to ten kilograms of grain. Now, in times of scarcity, that takes its toll.”

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.