Helsinki moves to restrict high-emission travel ads to meet climate goals

HELSINKI, Oct. 9 (Xinhua) -- Finland's capital Helsinki has decided to ban outdoor advertisements promoting airline flights, cruises and fossil-fuel-powered cars on city-controlled advertising spaces as part of efforts to meet its climate goals, Finnish media reported Friday.

Photo taken on Feb. 2, 2026 shows a street scene in Helsinki, Finland. (File photo: Xinhua)

According to Finnish daily Helsingin Sanomat, the Helsinki City Council approved the move on Wednesday. The restrictions would cover commercial billboards in public spaces, including advertising displays at public transport stops.

The ban, however, will not take immediate effect. According to city documents, Helsinki's existing outdoor advertising contracts run until March 31, 2035, and cannot be unilaterally amended. The restrictions are expected to be incorporated into future contracts, with their precise scope and implementation details yet to be determined.

The move comes as Helsinki steps up efforts to meet its climate targets. The city aims to cut direct greenhouse gas emissions by 85 percent from 1990 levels by 2030 and achieve net-zero emissions by 2040, according to the city government.

Commenting on the decision, Mia Eloranta, communications manager at Finnish national carrier Finnair, told Finnish newspaper Hufvudstadsbladet that much of today's advertising takes place on digital platforms, including mobile phones, adding that the airline would comply with the rules.

The proposed ban has also raised concerns in the tourism industry. Noora Lofstrom, CEO of Visit Aland, told Finnish broadcaster Alands Radio that restrictions on airline and ferry advertising could make it harder for visitors to learn about travel options to the Aland Islands, an autonomous region of Finland. She expressed hope that regular passenger ferry services would be exempted from the ban.

Marika Nojd, communications director at ferry operator Tallink Silja, said that the company welcomed Helsinki's efforts to promote sustainability but stressed that any advertising restrictions should be applied consistently. She added that the company was developing new biofuels that could become available by 2035.

The move follows similar initiatives elsewhere in Europe.

In neighboring Sweden, Stockholm proposed a new advertising policy in September that would restrict promotions for fossil fuels and high-emission transport, including hybrid vehicles, on city-controlled advertising spaces. The proposal is currently undergoing public consultation.

Helsinki's initiative also draws on approaches adopted in Amsterdam and The Hague, where local authorities have moved to restrict advertising linked to fossil fuel consumption.