Sheffield’s trailblazing advertising policy

Sheffield City Council is leading the way in discouraging the promotion of products that fuel the climate emergency, by adopting a new advertising and sponsorship policy that excludes many polluting products and brands.

Adverts for airlines, airports, fossil fuel-powered cars (including hybrids) and fossil fuel companies, will not be permitted on advertising billboards sited on council land, once existing contracts expire. The policy also covers the council’s social media, websites, publications and sponsorship arrangements.

This groundbreaking step aims to help people make better decisions in a shift towards low-carbon lifestyles, by reducing the amount of visible marketing for products that have a high-carbon impact. It also covers the promotion of gambling, alcohol, vaping and unhealthy food, and aims to protect against the disproportionate impact of unhealthy advertising on lower income communities and young people.

Photography: Annie Feetham/Adfree Cities