The scope of climate policies is gradually expanding in Europe. After the energy and transportation sectors, this time advertisements affecting food consumption were put under the spotlight.
According to Euronews, Amsterdam became the first capital city in the world to ban meat and fossil fuel advertising on billboards and public advertising areas.
The practice, which came to the fore about five years ago, came into force as of May 1.
AMSTERDAM'S GOAL IS TO HALF MEAT CONSUMPTION
The Dutch capital aims to become carbon neutral by 2050 and halve meat consumption in the city.
Advertising restrictions on meat and products with a high carbon footprint are not limited to Amsterdam.
There are similar practices in Utrecht, The Hague, Zwolle, Delft and Nijmegen. Cities such as Helsinki, Stockholm and Bristol have introduced various restrictions on advertising of fossil fuels or activities that harm the environment.
However, not all bans in these cities include meat products.
WHY IS MEAT ON THE TARGET?
The food and agriculture sector is responsible for approximately one-third of global greenhouse gas emissions.
It is stated that a significant portion of these emissions originate from livestock activities.
According to data compiled by Euronews, animal foods meet approximately 21 percent of people's calorie needs and 64 percent of their protein needs, while being associated with 81 percent to 86 percent of greenhouse gas emissions from food production in the European Union.
For this reason, experts argue that reducing meat consumption, especially in developed countries, can be effective in combating climate change.
DO ADVERTISEMENTS AFFECT CONSUMPTION PREFERENCES?
Another pillar of the debate about banning meat advertisements is consumer behavior.
Linda Aspey, a board member of the Climate Psychology Association, points out that the impact of advertising is often not directly noticed.
Aspey stated that a study showed that exposure to meat images, especially hamburger images, increased people's desire to eat meat.
He stated that advertisements can influence not only purchasing decisions but also the perception of what is considered “normal” and “common” in society.
DOES THE PROHIBITION REDUCE CONSUMPTION?
No results have yet been shared regarding the impact of the practice in Amsterdam on meat consumption.
However, there is data from restrictions on other food advertisements.
After Transport for London, London's public transport operator, removed promotions of products containing high fat, salt and sugar from its advertising areas, it was estimated that weekly purchases of such products by households decreased by approximately 7 percent.
It was stated that the decrease in confectionery purchases was approximately 20 percent.
“IT IS NOT ENOUGH ALONE”
According to experts, advertising bans alone are not expected to radically change eating habits.
Eating preferences; It depends on many factors such as taste, cultural habits, income level and personal preferences.
For this reason, it is argued that advertising restrictions should be implemented together with other regulations in climate and food policies.
On the one hand, the EU bans, on the other hand, it subsidizes
While restrictions on meat advertisements are becoming more widespread, the European Union's agricultural supports are creating controversy.
According to Foodrise data, approximately 77 percent, or 39 billion Euros, of the supports provided under the EU Common Agricultural Policy in 2020 were allocated to animal food production.
The study stated that beef and lamb production received approximately 580 times more support than legumes such as beans and lentils.
Due to this situation, experts argue that simply limiting advertising will not be enough, and food production and incentive systems should also be reconsidered in line with climate targets.
