Genoa becomes the second Italian city to ban fossil fuel adverts

GENOA, Italy,  21 April 2026 - The City Council of Genoa voted to become the second city in Italy to formally adopt a ban on fossil fuel advertising in public spaces. The motion includes a ban on ads for fossil-fuel based products with a high carbon footprint and highlights examples of cities like Florence and over 50 other cities that adopted a ban on advertising regarding flights, cruises and cars. 

The motion was approved with an overwhelming majority of 23 in favor and 14 opposed. It marks a historic turning point in Italy’s urban climate policies, aligning the Ligurian capital with over 50 cities across Europe and the world that have already introduced bans or restrictions on ads for highly polluting products as step to phase out fossil fuels, including major cities such as Sydney, Edinburgh, Stockholm and numerous Dutch municipalities. 

The motion, submitted by city councilors from AVS (Green Left Alliance party) calls on the mayor and the city administrator to evaluate the possibility of introducing restrictions or bans on fossil fuel advertising in public and private spaces. This includes sensitive locations such as bus and tram stops and other advertising spaces linked to urban public transport. The proposal targets fossil-fuel-based products and services with a high carbon footprint, such as cars, flights, cruise ships, and any other service directly related to fossil fuels. 

Genoa City Councillor Francesca Ghio, lead proposer of the motion:


“With this motion, Genoa joins a global campaign led by more than 50 cities, from Amsterdam to Sydney to Florence. Advertising plays a crucial role in shaping public perception and consumer habits. Supporting this motion means freeing the places we encounter in our daily lives—such as bus stops and train stations—from advertisements that normalize practices harmful to the public interest, people’s health, and the climate. We must offer the people of Genoa an urban vision that prioritizes sustainable mobility and clean energy, because we want our streets to promote a sustainable future.”

Andrea Sbarbaro from Cittadini Sostenibili

 

Andrea Sbarbaro, President of Cittadini Sostenibili, an Italian grassroots association active on the issue of fossil advertising, added:

“As a citizen of Genoa, I am proud of the decision approved today by my city. Our region is sadly known for its vulnerability and the frequency of extreme weather events. Freeing our public spaces from fossil fuel advertising is not merely a symbolic gesture: it's a vital step in promoting lifestyle models that align with the safety and the long-term future of our community.”

The motion follows an earlier success in Florence this year, after which the movement to end fossil fuel advertising in Italy has gained the support of a new institutional ally. In March 2026, the Associazione Nazionale dei Comuni Virtuosi (National association of Virtuous Municipalities) formally endorsed the campaign, providing a major boost to local climate policy across the country. Genoa and Florence are thus paving the way for a new generation of municipal regulations in Italy, demonstrating that the protection of public interest can and must prevail over the commercial interests of the most polluting sectors.

The initiators refer in the motion to the 2024 special address of UN Secretary-General António Guterres, in which he also referred to the protection of the public interest, such as health: “Many governments restrict or ban advertising for products that harm human health, like tobacco. I urge every country to do the same for fossil fuel companies.” 

Various institutes have also raised the issue of safety and energy independence. The International Energy Agency (IEA) warns of the biggest energy crisis in history and calls on countries to reduce energy consumption. Several scientists and research institutes have described the advertising ban on fossil fuels as a cost-effective, accessible, and widely supported measure to reduce fossil fuel consumption.

Background Information:


Robbie Gillett