The Hague has made history as the first city worldwide to prohibit advertisements that promote fossil fuel products and high-carbon services, such as air travel and cruise ships. The local council of the Dutch city approved the legislation early Friday, with the new rules set to take effect on January 1, 2025. This move aligns with a recent call from UN Secretary-General Antonio Guterres, who urged governments to eliminate such ads, much like the restrictions placed on tobacco advertising starting in the 1960s.

"The Hague aims to be climate neutral by 2030, so allowing advertisements for fossil fuel products is inappropriate," stated Leonie Gerritsen, a city council member from the Party for the Animals and one of the proponents of the law.

As the administrative hub of the Netherlands, The Hague houses the nation's parliament, ministries, and supreme court, along with major international institutions like the International Court of Justice, the International Criminal Court, and Europol.

Femke Sleegers, coordinator of the Dutch climate group Fossil Free Advertising, which helped campaign for the ban, believes this bold step could encourage other cities and governments to follow The Hague’s example.