Amsterdam is taking a bold step toward a greener future by banning advertisements for meat products on public roads and transportation networks. This groundbreaking regulation, the first of its kind for a capital city, aims to support the city’s goal of a 50% plant-based diet for its residents by 2050, signaling a significant shift in how cities approach the ecological transition.
The move comes as research increasingly highlights the environmental impact of animal agriculture. A 2021 study published in Nature found that greenhouse gas (GHG) emissions from foods of animal origin are twice those of plant-based foods. Agriculture and land use are significant contributors to these emissions, with the production of animal-based foods – including livestock feed – accounting for 57% of the total, compared to 29% for plant-based foods and 14% for other uses.
A Shift in Dietary Habits is Crucial
“A food transition is essential within any green transition because the food system of meat and animal products production is one of the sectors with the greatest environmental impact,” says Anna Mulà, manager of Legislative Advocacy at Animal Equality. Nacho Escartin, spokesperson for Ecologists in Action specializing in large-scale farms and industrial livestock operations, agrees, emphasizing that an ecological transition “absolutely” requires changes in food consumption habits.
Half of the world’s mammals – measured by weight, not individual animals – are now livestock raised for agricultural purposes.
Beyond energy sector electrification and investment in renewable sources, experts argue that dietary changes are equally, if not more, important for addressing the ecological crisis. Marta Tafalla, a philosopher and professor at the Autonomous University of Barcelona (UAB) who studies the relationship between animals, humanity, and nature, notes that changing our diets is “less talked about than the energy transition, when in reality it is as important or even more.”
Agricultural organizations have yet to officially respond to the new regulations. The Agrarian Association of Young Farmers (HANDLE) maintains that decisions should consider not only animal welfare but also the sustainability and economic viability of the livestock industry. During an event last October, Miguel Padilla, general secretary of the Coordinator of Farmers and Ranchers Organizations (COAG), argued that agriculture and livestock should be viewed as “active solution tools,” noting that each hectare managed by a farming family is “one hectare protected against desertification and fires.”
The climate emergency poses a threat to the viability of thousands of farms, but the agricultural sector also offers concrete mitigation strategies, such as active forest management, carbon sequestration in agricultural soils, and extensive grazing. Beyond climate concerns, environmentalists and animal rights advocates also point to health factors. The Spanish Agency for Consumer Affairs, Food Safety and Nutrition (AECOSAN) recommends moderate meat consumption, two to three times per week, while the International Cancer Research Center (IARC), part of the World Health Organization (WHO), advises reducing processed meat consumption to lower the risk of colorectal cancer.
Animal Welfare as a Political Priority
The Amsterdam initiative aligns with the Agenda 2030 and underscores the importance of animal welfare as a core component of sustainable development. Mulà argues that animal welfare should be a “fundamental transversal axis” of Spain’s sustainable development strategy.
Anna Mulà, animal rights activist: “Animal welfare must be a fundamental transversal axis of the Spanish sustainable development strategy.”
A 2018 study published in Proceedings of the National Academy of Sciences revealed a stark distribution of biomass on Earth. Humans account for 36% of the total mammalian weight, while wildlife represents only 4%, and livestock comprises a staggering 60%. Tafalla emphasizes these are “brutal figures,” highlighting the immense suffering caused and the pervasive violence throughout the animal agriculture process. While efforts exist to improve animal welfare, standards vary significantly across countries.
The Green Party believes that prohibiting the promotion of products harmful to health and the planet is “correct and reasonable.” They suggest that a Danish approach – strengthening the plant protein value chain and involving the livestock sector in a just transition – may be more effective than outright restrictions. Ultimately, they argue that the green transition is inextricably linked to food, public health, animal welfare, and the sustainability of the production system.