10 Years After Paris: Let’s Make Fossil Adverts History.

Last month, I travelled from Munich to Monaco, passing through the European glaciers – not by plane or car, but by bicycle. The route was part of the Glorious Glacier Ride, an initiative to draw attention to the fact that glaciers are shrinking at an alarming rate due to climate change. As I had a great view on the first glacier, I was shocked to find an advertisement from an airline company listing “flugstunden”, or “flight hours”, to popular tourist destinations around the world. A total disconnect: Marketing for the most polluting mode of transportation in the midst of a once magnificent glacier scenery.

As EU Climate Pact Ambassador, I got invited to present the Glorious Glacier Ride at the “Climate Action that works for you” conference organized by DG CLIMA[1]. Here I had the opportunity to raise the alarm about the negative impact of advertising for fossil fuels. It’s very simple: more advertising for fossil fuels and products like flying and cruises that heavily rely on fossil fuels, means more use of fossil fuels. This leads to more greenhouse gas emissions and more damage to the climate. In the closing interview of the conference, European Commissioner Hoekstra was asked[2] about banning fossil advertisements. Although sympathetic to the idea, Hoekstra mainly cited reasons not to act.

This hesitation is unacceptable. A ban on fossil ads is an obvious, necessary step. It is rather strange and almost shameful that – 10 years after Paris – this is not in place yet. Scientists agree[3] that fossil ad bans contribute to more sustainable behaviour, open up our public space for local and sustainable businesses and contribute to ending the fossil industry’s stranglehold on our society. To prevent further dangerous climate change, societies should not only focus on technological solutions, but also on behavioural change.  In fact, the Intergovernmental Panel on Climate Change stated in 2022 that 40 to 70% of the climate reduction target by 2050 depends on behavioural changes we make now.

Hoekstra, however, ’s claims that banning fossil ads is just “bashing” producers with little effect and defers responsibility to member states. This ignores the scientific evidence, as well precedence: as with tobacco, an EU directive (2003/33/EC) brought coherence to the internal market and speed to banning harmful ads. The tobacco directive harmonised regulations across the EU, protected youth, and improved public health by ending normalization of unhealthy addiction and reducing social costs.

Contrary to Hoekstra’s dismissal, fossil ad bans are critical, effective, and backed by strong public demand, according to an EU-funded research project[4]. Moreover, Europe is the fastest-warming continent, facing unprecedented heatwaves, floods, and wildfires. Effective climate policy is essential, as well as a clear signal to Europeans. The IPCC mandates fundamental societal shifts – incremental tech fixes alone won’t cut it.

Promoting fossil fuels, polluting flights and cruises through advertising directly contradicts urgent climate goals, which is why several municipalities worldwide are already taking steps to ban fossil advertising, including within the EU, which makes harmonization efforts in the near future indispensable. Public opinion confirms this: nearly half of Europeans across 13 countries support fossil ad bans, with majority support in the Netherlands, France, Spain, Italy, and Greece. This is a clear democratic mandate, not fringe pressure.

Banning fossil fuel ads is a cost-effective, straightforward climate policy measure, that has the potential to strengthen the effect of other climate policy and poses no threat to jobs or economic growth. It delivers a clear rejection of fossil fuel greenwashing and urgently reshapes social norms toward sustainability. This is not about “bashing” the fossil industry, it is a necessary break from the promotion of harmful products. Like tobacco ad bans, it blocks producers and polluters from using advertising to mislead the public and to promote their climate wrecking products, without demonizing individuals.

If the EU wants to lead on climate and meet scientific imperatives, fossil fuel ad bans are a no-brainer. Although 10 years late, 10 years after Paris would still be a great moment to show leadership and protect the world we want to live in.