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Scientists from the University of Amsterdam (UvA) and the Amsterdam University of Applied Sciences (HvA) are advising the Dutch Government to outlaw fast fashion advertisements. This advice follows a request by the Netherlands’ climate minister, Rob Jetten, to explore the potential impact of banning what’s known as ‘fossil advertising’ in the country.
The researchers specifically focused on ads promoting airline tickets and fast fashion within the realm of “fossil advertising.” Fast fashion, in their definition, includes retail chains constantly introducing short-lived clothing collections. According to their study shared by the Dutch Central Government, these advertisements not only encourage purchases with substantial carbon footprints but also normalise unsustainable behaviour.
The scientists argue that banning such ads is essential to bolster climate policies. When people perceive unsustainable habits as common, they might hesitate to adopt eco-friendly choices. However, the researchers emphasise that banning ads alone won’t suffice. The Government needs to make sustainable choices more affordable and appealing to genuinely motivate people.
Climate Minister Jetten informed the Dutch parliament that there’s currently no legal basis for banning fossil advertising. Such a ban could conflict with property and free speech rights, as well as EU agreements on the free movement of goods and services. A well-defined proposal for the ban is essential for its success, as per Amsterdam newspaper Het Parool.
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