City becomes first to ban fast fashion adverts

Bristol has become the first city in the country to ban fast fashion adverts on council-owned billboards.

Councillors voted in favour of proposals that will also prevent the advertising of non-electric cars, flights, cruise holidays and travel agents.

The ban will apply to all bus stops in the city, and some free-standing screens in the city centre. The council can only choose who advertises in cases where it owns the display.

Deputy council leader Heather Mack said she was "thrilled that this green political priority is being fulfilled."

But Conservative councillor John Goulandris told the meeting he was "very uneasy" about the plan. "I wonder where this ends," he added.

The ban seeks to limit people's exposure to "high carbon" products and services, with the aim of encouraging more "climate-friendly" behaviour.

It covers all SUVs, airports, and any businesses or organisations involved in the production or supply of fossil fuels.

The council will also not allow the advertising of vapes, unless as part of a Public Health campaign.

"Advertising is basically the art of manipulation… and it forces itself upon all of us all of the time, and we all know the impact that has on our wellbeing and mental health," said Mack.

"It is unsurprising that the most extractive and damaging industries are able to spend the most," she added. "The Bristol Greens are committed to pushing back on this."

Council officers said there is a potential loss of income of around £80,000 per year, but argued similar projected losses did not come to fruition when the council banned junk food adverts five years ago.

While Sheffield and Edinburgh have introduced similar policies in relation to cars and travel, no UK city has ever included fast fashion in its guidance.

The council defines fast fashion as "campaigns that centre on mass markdowns, limited time offers and offer codes, influencer promotions, limited time collections or 'drops', and mass sales." It also includes "Black Friday" promotions.

Anna Bryher, Policy Lead behind Labour Behind the Label, welcomed the move.

"Advertising accelerates ultra-fast cycles of clothing, with increased emissions, excessive water use and poor working conditions for garment workers," she said.

"Removing this type of ad is a brilliant step towards slowing down fast fashion and moving to a just transition."

The ban had been proposed by the Adfree Cities network, which was co-founded in Bristol by Nicola Wilks.

"These products should not be normalised through advertising", she said.

"As a Bristol resident who cares deeply about climate change and air pollution, I am proud that Bristol has gone even further than other UK councils in curbing polluting ads. It feels like common sense."

Liberal Democrat councillor Sarah Classick said the policy was "a statement as a council as to what do we want to promote and control."

But John Goulandris, the only councillor to vote against the move, raised concerns about the inclusion of certain types of holidays.

"I feel very uneasy about this, where does it end?" he asked. "I'm surprised you haven't said you're going to ban Christmas, because Christmas is a time of huge consumption, it's very bad for the environment."

"I don't think most people regard holidays as pernicious and evil and bad," he added. "This suggests we're saying that holidays per se are bad."

The council also indicated it would look to ban "unsustainable food" adverts in future restrictions, once a definition has been agreed by a working group, which is expected to report by May 2027.

In Hackney, the Green Party mayor Zoë Garbett has pledged to ban adverts for meat and dairy products, though this has not been voted on or come into effect.

Follow BBC Bristol on Facebook, X and Instagram. Send your story ideas to us on email or via WhatsApp on 0800 313 4630.