The recent decision by Amsterdam is set to capture global attention, especially as it emerges from one of Europe’s most culturally significant capitals.
By instituting this ban, Amsterdam becomes the first capital worldwide to prohibit meat advertising in public areas. This decision concludes a legislative effort initiated by the Party for the Animals and the Green/Left party.
Effective May 1, this ban aims to facilitate a transition towards healthier and more sustainable diets, aligning with current food and drink sustainability trends. It received approval from 27 out of the 45 members of Amsterdam’s municipal council.
This significant move follows Haarlem’s groundbreaking ban on meat advertising that was implemented in 2022. This has prompted seven other Dutch cities to pursue similar initiatives, making Amsterdam the third municipality to actualize such a ban.
“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,” stated Joey Cramer, director of ProVeg Netherlands.
“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 conducted by ProVeg International indicates that a majority of Dutch consumers are now favoring a shift towards more plant-based food and drink consumer trends.
Currently, protein intake in the Netherlands consists of approximately 60% animal protein. In contrast, the Dutch Health Council recommends a balanced distribution of 40% animal protein and 60% plant-based protein, highlighting ongoing conversations around food manufacturing trends.
