C40-toolkit: How cities can restrict carbon-intensive advertising

Clearing the way; a toolkit for positive, fossil-free city advertising (May 2025)

Momentum is building, and subnational governments around the world have taken steps to restrict fossil fuel industry advertising and sponsorships.

This new and updated 13 page resource (pdf) guides policymakers through the landscape of fossil fuel advertising and sponsorship bans. Exploring different pathways and actions to take, with city examples throughout, the roadmap is the place to start for any interested city official. Use the buttons on this page to download the resource in your language.

How cities can restrict carbon-intensive advertising (November 2024)
C40 Knowledge Hub has a comprehensive set of tips and arguments for municipalities to ban climate damaging advertising. C40 is a global network of mayors of the world’s leading cities that are united in action to confront the climate crisis.

In short:

• Build a broad base of political support across the city government for a carbon-intensive advertising ban. Make an objective case that high-carbon goods and services are harmful and to present a better alternative for the space currently used to promote them.
• Put forward a motion and be clear that your policy objective is to bring city-controlled advertising in line with the city’s goals.
• Draft a clear and comprehensive high-carbon advertising policy for municipally owned advertising space. This might be new standalone policy or incorporated into a wider advertising policy, to restrict certain harmful industries.
  Make high-carbon advertising restrictions as binding as possible. Seek legal advice to guide the implementation of a ban and use local law where possible to make restrictions binding.
• Collaborate with local campaign groups, artists and residents who support action on high carbon advertising. This will help to build momentum and turn action into a positive political moment for the city.
• Advocate to extend the reach of high-carbon advertising restrictions beyond municipal property.

Visit the Knowledge Hub for more: How cities can restrict carbon-intensive advertising