Amsterdam this week became the first city in the Netherlands to ban advertising for products that use fossil fuels, in a bid to encourage residents to choose lower-carbon lifestyles.

From Monday 3 May, ads for petrol or diesel cars and cheap airline tickets will no longer be allowed in the city’s 40 metro stations, the city council announced.

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The municipality intends Amsterdam to be a city where “energy is used sparingly and generated sustainably”.

“The council wants to reduce CO2 emissions in Amsterdam by 55% by 2030. Advertising that can be seen in the city must reflect that ambition,” it said.

The ads will be banned from a network of about 30 digital station hoardings.

The council explained that legally it is not possible to completely ban companies that want to advertise in the metro stations.

“This is only possible at the product level,” the council added.

Cuttings reckons this could come as a relief for Shell — one of the world’s biggest oil and gas companies — if a similar ban were adopted in The Hague, where the supermajor is headquartered.