Helsinki moves to ban fossil fuel ads despite potential loss of revenue

Helsinki is pushing forward with a plan to ban advertising for fossil fuels on city-owned spaces, even as the move could cost the city a share of up to 100 million euros in advertising revenue, Finnish public broadcaster Yle reported Friday.

A city council initiative calling for the restriction, modelled after bans in Stockholm, The Hague and Amsterdam, has gained support from about a third of the council. Deputy councillor Isaac Jyväsjärvi (Green) filed the motion, which was signed by 27 councillors, mostly from the Greens and Left Alliance but with backing from all four major groups.

The proposed ban would affect ads from airlines, shipping companies, and petrol and diesel car manufacturers on advertising spaces leased by the city. It would not extend to private property, such as shopping centre facades, where owners may continue to advertise freely under current law.

The city’s response to the initiative was broadly positive, stating that limiting fossil fuel advertising aligns with Helsinki’s climate policies and city strategy. The city environment committee approved a counterproposal this week that simplifies the administration’s draft answer to state clearly that Helsinki intends to impose a ban, according to Green councillor Amanda Pasanen, who chairs the council group and sits on the committee.

The committee also called for including advertising spaces operated by Helsinki City Transport, such as metro stations, in the ban. A separate counterproposal from Titta Hiltunen (Left) asks the city to more closely examine ethical aspects of advertising in the future, while another proposal to study restrictions on meat product advertising was also approved, citing the negative climate and nature impacts of meat.

No immediate changes to the cityscape are expected, as existing contracts cannot be altered mid-term. The next advertising contract period does not begin until spring 2035.

The National Coalition Party filed a dissenting opinion, citing concern over lost advertising revenue. During current contracts, total revenue from city advertising spaces amounts to up to 100 million euros. The city has not calculated how much revenue would be lost if fossil fuel advertising were banned.

More than 50 European cities have already restricted or are preparing to restrict fossil fuel advertising. If approved, Helsinki would be a pioneer in Finland.

The matter will next be considered by the city board and city council.

Aalto University marketing professor Jaakko Aspara told Yle earlier in May that such advertising bans amount to “hypocritical political theatre” and argued that excise taxes would be more effective than the bans in influencing consumer behavior.