Brandbrief Creatieve Industrie reclame fossielvrij

Dear council members of Amsterdam, In 2020, Amsterdam showed global leadership by becoming the first city in the world to commit to banning fossil fuel advertising. That decision sent a powerful signal: that our city understands the role public space plays in shaping behaviour, culture, and our collective response to the climate crisis. Five years on, that promise remains unfinished. Today, fossil fuel advertising is still a daily presence across Amsterdam: promoting flights, cruises, high-emission vehicles, and gas contracts. These are the very activities your Council already recognised as undermining climate goals and public wellbeing. Their continued visibility weakens the sense of urgency and contradicts the solutions the city is working to advance. You now have the opportunity to complete what was started. By amending the General Local Bylaw (APV), you can ensure that Amsterdam’s public spaces reflect the values and expectations of its residents, and bring policy into line with practice by ending fossil fuel advertising. As advertising professionals, we want to be clear about why this matters. Advertising is not neutral. It operates through repetition, emotion, and social norms. With sufficient budget, it shapes desire, influences behaviour, and normalises what is seen as acceptable or aspirational.

That is precisely why advertising works — and precisely why it must be governed responsibly in public space. The current system heavily favours those with the deepest pockets. Multinationals dominate the streetscape, while public-interest messaging struggles to be seen. When fossil fuel advertising occupies public space, it directly conflicts with the city’s responsibilities to protect health, safety, and residents from the impacts of climate change. The municipality not only has the right to regulate its public space, it has a duty to do so. Deciding which messages are appropriate is not censorship; it is consistent, responsible governance. The financial case is also clear. Fossil fuel advertising accounts for only 4–5% of municipal advertising revenue. Yet continuing this dependency undermines the credibility of climate policy and makes it harder to ask residents to change their behaviour. Leadership means aligning revenue models with public commitments, and replacing harmful advertising with sustainable alternatives.

Since 2020, the case for a fossil fuel advertising ban has only strengthened. Multiple independent advisory bodies, including the WRR and PBL, recommend such bans as part of effective climate policy. The legal basis has been thoroughly tested and upheld by the court in The Hague. Internationally, both the UN Secretary-General and the High Commissioner for Human Rights have called for fossil fuel advertising bans. We also know these policies work. Advertising restrictions have delivered measurable results: from significant reductions in smoking following tobacco ad bans, to decreased consumption of ultraprocessed foods after local advertising restrictions in London. These measures consistently enjoy broad public support, including support for fossil fuel advertising bans. Opportunities like this are rare: a policy that is legally robust, scientifically grounded, financially manageable, and socially supported. This proposal also affects us directly, as part of the creative and advertising industry. We support it nonetheless. The transition requires adaptation, and we are embracing it. Ending fossil fuel advertising will help future-proof our industry, our skills, and our business models. We expect the same forward-looking leadership from our municipality.

We urge you to choose consistency, responsibility, and leadership, and to vote in favour of the APV amendment that ends fossil fuel advertising and meat advertising in Amsterdam’s public spaces. Yours sincerely,

Creatives for Climate, Reclame Fossielvrij

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AGENCY AND CREATIVE LEADERS Derek Muller, Sustainability & Social Impact Lead, Publicis Groupe Netherlands Lameya Chaudhury, Director of Social Impact, Lucky Generals Luke Purdy, Director of Sustainability, Wieden+Kennedy Rens de Jonge, Creative Director, KesselsKramer Pooja Dindigal, Global Head of Impact & Inclusion, DEPT® Edd Pitt, Senior Strategist, DEPT® Nynke Geus - van den Broek, founder, Blyde Benelux Cathelijn de Reede, Impact Creative, Blyde Benelux Kim Cramer, Founder, BR-ND People Alexander Koene, Founder, BR-ND People Maria Evers, Managing Director, Gardeners Marjolein Huisinga, Managing Partner, Dawn Rozemarijn Koopmans, Strategy Director, Multitude Gino Bodt, Strategic Creative, Multitude Ramon Eijkemans, CEO, Eikhary Maarten Boer, Founder, Buutvrij for life Reuben Alexander, Founder, Buutvrij for life Emily Greenwood, Head of Operations, Greenhouse Communications Simon Thomason, Managing Director, Leap Ruben Cusell, Head of Strategy, We Agency Britt Kenter, Head of Clients, We Agency Senne Hartskeerl, Client Lead, We Agency Gordon Tiemstra, mede-eigenaar, Afdeling Buitengewone Zaken Caro Weisberg, Creative Director, Bōken Studio Feli Hansen, Media Strategy, FHCS Francesca Leronni, FRA | Forward-thinking Responsible Advertising Suzie Mills, CEO, OXYGEN COMMUNICATIONS LTD Tijs Bonekamp, Creative Strategist, Ape to Zebra Lisa Hogg, Brand + Impact Consultant, Brave

Amsterdam Eveline van Acquoij, Market Researcher, Spinos | Research & Analytics Maaike Schutten, Cultural insights, Optimisme voor Gevorderden Perre van den Brink, Founder, Nice+Important Kiki Hartmann, Creative Director, Kiki Hartmann Design Roel Tiemessen, Owner and creative strategist, NEWR Arent Benthem, Managing Partner, Clarify Sil van der Woerdt, Studio Owner, Filmmaker, Studio Birthplace Giuseppe Marzio, Managing Director, Chiaro Dieuwertje Damen, Founder, owner, Newkinds Jeroen Smits, Co-founder, Studio aardig Corné van der Bos, Founder/Creative Director, Studio aardig Lucy von Sturmer, Director, The Humblebrag Anna-Gerdien Bruna, Graphic Designer, Bruna & Bruna Brechtje Smidt, Managing Director, Film Production - Dutch Picture Industry Marnix Broer, Chairman, Studocu

Emily Hinks, CEO, Mischief Makers Larissa Araripe, Process architect, Better Future Rui Hupe, CEO, Friends for Brands Marijke Dekkers, Founder, Sustainable Starters Jennifer Nunez, Marketing & Communications Consultant, GEM Services Cat Roehricht, Creative Director, Cat Creative Wieteke Alvarez, Creative Strategist, Zeg maar Wiet Victor Silvis, Copywriter, Victor Silvis Concept & Copy Jo Westen, Founder, Wild Strategy Veronique Misteli, Creative communications expert, Misteli creative agency Bruno Mottini, CEO, MOTTINI Iris de Bruin, Freelance art director & designer, IB Design Anna Öhrling, Co-founder, Onward Lotte den Toonder, Creative, freelance Raphael Kamp, Freelance Creative Director Patrick van Haperen, Creative Director, Independent Rolf Coppens, Creative Director, Independent Danique de Jong, Strategist, Freelance Sjoerd Goderie, Brand strategist, Independent Anna Baertz, Sustainability Specialist Frederike den Ottelander, Managing Director, Freelance Morris Vlijm, Freelance Graphic Designer Lizet Deutekom, Freelance Creative Copywriter, Lizet Deutekom | Copy & Concept Andrew Davies, Communication Consultant Maria Malpartida, Comms Leader Bart Leerling, Creative Copy Lena Michiels, Designer, Papenfuss Development Carly Merrett, Freelance Creative John Benford, Photographer, John Benford Photography LLC CULTURAL AND CIVIC LEADERS Tessa Wernink, Initiator ECAN, The

Undercover Activist / The Employee Climate Action Network

Sieger Sloot, Actor, Urgenda Marc Buiter, Medewerker Hoopvolle Zaken, Urgenda Jo Watson, Lecturer, Amsterdam Fashion Institute Sarah Roberts, Capital Campaign Global Prospects Manager, Greenpeace International Lenny Houwaart, Marketing manager, COC NL Lazola Kati, Campaign coordinator, Fossil Ad ban (South Africa) Robbie Gillitt, Co-Director, Badvertising WIDER INDUSTRY SUPPORT Hanna Jertz, Impact and operational Manager, Lean Lawyers Annemiek Nusmeijer, owner, Greenjobs.nl Szabina Mozes, Facilitator/ Trainer, Ecoflow Consulting

Jerry Rivers, Environmental Scientist, North American Climate, Conservation and Environment (NACCE)

Wilma Drok, ICT, Independent