Bolderdijk, who is also director of the Amsterdam Business School's Marketing Insights for Societal Transitions (MIST) Impact Centre, was recently featured in an interview with the German newspaper Die Zeit. The interview covers his work in developing and sharing rigorous marketing research that helps scientific insights inform public debates on societal transitions. Bolderdijk discussed the psychological influence of advertising and its role in shaping ideas about what is normal, desirable and socially accepted. He explains that advertising tends to work gradually and subconsciously. Repeated exposure creates familiarity, which can influence people’s perceptions of happiness, success and everyday behaviour over time.

Advertising and social norms

According to Bolderdijk, this process contributes to the normalisation of high-emission lifestyles, including frequent flying, intensive car use and high levels of meat consumption. He argues that climate policy becomes less effective when governments simultaneously promote emissions reductions while allowing public advertising that encourages the opposite behaviour.

Amsterdam’s city council approved the expanded advertising restrictions in January 2026. The measures now apply citywide and target products and services linked to fossil fuels, as well as meat and fish products. Earlier restrictions had already been introduced in parts of the city’s public transport network.

Bolderdijk notes that advertising bans on their own are unlikely to produce immediate behavioural change. Their broader significance lies in the signals they send about societal values and priorities. Public debate surrounding the Amsterdam decision, he says, has already helped stimulate discussion about the role of advertising in the climate transition.

Making sustainable choices easier

He also emphasises that sustainable choices need to become practical and accessible. Amsterdam residents already benefit from strong public transport and cycling infrastructure, making it easier to reduce car dependency. Plant-based food options have also become more widely available. Sustainable alternatives to air travel, however, remain limited. International train journeys are often slower, more expensive and less convenient than flying.

Alongside advertising restrictions, Bolderdijk advocates measures such as investment in international rail connections and “true pricing”, in which environmental costs are reflected more accurately in the prices of products and services. In sectors such as aviation, he argues, these wider environmental costs are still largely absent from ticket prices.

A broader international debate

The interview also highlighted a broader international trend. Since Amsterdam first introduced restrictions on fossil-fuel advertising in 2021, eleven other Dutch municipalities have adopted similar measures. Comparable initiatives are emerging in cities including Stockholm and Yarra in Australia. Countries such as France and Italy have also introduced advertising restrictions in other sectors linked to public harm.

Bolderdijk also referred to a recent study conducted across 13 European countries on public support for an EU-wide ban on advertising for fossil-fuel products such as flights and petrol cars. In every participating country, support for such a measure exceeded opposition. In the Netherlands, around half of respondents supported the proposal.

The discussion ultimately raises wider questions about the role of advertising in society. Bolderdijk suggests that advertising no longer functions purely as consumer information, but also shapes markets by reinforcing the visibility and dominance of major brands. Reducing advertising pressure, he argues, could create more space for smaller companies and support more independent consumer choices.