The Hague, the capital of the Netherlands, on Friday became the first city in the world to ban advertising messages promoting fossil fuel products and services with high carbon emissions, such as cruises and air travel, reports Bloomberg.

In this sense, the City Council of The Hague adopted, on Friday, a normative act on street advertising, which enters into force on January 1, 2025, according to Agerpres.

The decision of the mayors of The Hague comes after a call by the UN Secretary General, Antonio Guterres, to governments around the world to ban such advertising messages, similar to actions aimed at banning cigarette advertising, which began in the 1960s.

“The Hague wants to reach climate neutrality in 2030. Under these conditions, it is no longer appropriate to allow advertising for products generated by the fossil fuel industry,” said Leonie Gerritsen, the representative of the Party for Animals in the City Council of The Hague, one of the supporters of the new provision.

The Hague is the third largest city and, at the same time, the administrative center of the Netherlands, hosting the parliament, the ministries and the supreme court.

It is also the place where a number of important international bodies are based, such as the International Court of Justice, the International Criminal Court and the European Union Agency for Law Enforcement Cooperation (Europol).