Blyde supports Amsterdam's ban on fossil advertising

As a creative agency, we believe that advertising drives behavior and stimulates desires. That power should be used for a positive impact, not to normalize harmful habits. That is why, together with parties such as KesselsKramer, Publicis, Wieden+Kennedy, Dept and Dawn, we have expressed our support for the ban on fossil and meat advertising in Amsterdam's public space.

Impact advertising deserves a higher goal

Nynke Geus-van den Broek, co-founder of Blyde Benelux, explains: “From the start, as an agency, we chose not to work for the fossil industry. Behavioral influence should only be used for a positive impact; pollution does not deserve a stage. This transition requires something from the sector and progressive leadership from the municipality.”

From contractual agreement to legal prohibition

In 2020, Amsterdam was the first city worldwide to adopt a policy to ban fossil advertising from public spaces through contractual agreements. In practice, however, this proved insufficient: fossil advertisements are still visible all over the city. The new initiative proposal wants to enforce the ban through the General Local Regulation (APV), following the example of The Hague.

A judge previously ruled that health, climate and the quality of life of the city prevail over the financial interests of advertising operators. Seven Dutch municipalities have now imposed a similar ban, including Utrecht, Zwolle and Bloemendaal.

Multinational companies versus local initiatives

In the letter to the city council, the signatories emphasize that multinationals with large budgets are currently dominating the streets. Local, sustainable initiatives are struggling to remain visible among fossil advertisements. A ban should change this and make space for advertising that contributes to a sustainable future.

The full letter with all signatories can be found on the Sitio web Creatives for Climate.

‍