Haarlem, in the Netherlands, is poised to become the first city in the world to ban advertisements for meat over climate change concerns, looking to ban most meat ads from public spaces from 2024.
The city government has not yet decided whether to include advertisements for sustainable meat in the same ban.
The move has, predictably, generated controversy. The Central Organisation for the Meat Sector has claimed that authorities have gone "too far".
UN figures estimate that livestock production is responsible for more than 14 percent of human-made greenhouse gases. Beef is the biggest culprit, followed by lamb.