After previous (informal) gatherings in Paris, Amsterdam, Brussels, and Barcelona, this was the fourth official international Ban Fossil Ads Conference, co-organised this time round by Reclame Fossielvrij (RFV, the Netherlands), Résistance à l’Agression Publicitaire (RAP, France) and Werbefrei (Austria). Throughout the weekend, simultaneous interpretation between English and French was available, provided by ANTS Interpretation. We were hosted by Habitat et Humanisme in their Escale Solidaire Wilson venue. This association, counting 58 local branches in France, aims to address the exclusion and isolation of people in need, promoting housing, social integration, and the rebuilding of social connections.
During the final wrap-up, the dominant sentiment was one of hope. We face an uphill battle as activists, but these gatherings remind us that we’re not alone, and that together we can make great things happen. Our movement has made great progress in the past few years, and it’s all thanks to the drive and motivation of the people that shape it.
Saturday: getting familiar
The weekend started off with an elaborate ice breaker to help everyone get to know each other. Beyond simple introductions based on nationality or campaign goals, there was also time to discuss some of the bigger questions of life: what can we learn from the advertising industry? Is it wise or questionable to use the same tactics as advertisers to promote our messages? Which are better, cats or dogs? By the time lunch had arrived, some of the most eager participants had already been able to claim their prizes for completing the Conference Bingo.
Once these crucial matters had been settled and there had been time to get (re)acquainted over lunch, it was time to dive into the workshops. For starters, an overview of how and where ads have been banned in the past year since our last gathering. With contributions from RFV (NL), Fossilfri Fremtid (DK), Folk Mot Fossilmakta (NO) and Cittadinni Sostenibili (IT), this session served mainly as an introduction to banning fossil fuel advertising, as well as everything the website worldwithoutfossilads.org can be useful for, such as spreading campaign news and finding research, toolkits, or groups to collaborate with.
During the workshop Linked Together in Resistance there was time to unleash one’s inner creativity, guided by activist/artist Michelle Tylicki, who guided participants in creating, out of advertising posters, symbolic chains from which to break free. The idea was also to realize and experiment with how the common obstacles we face everywhere link us and give us more reasons to grow stronger together. These chains were used after the weekend as a prop during a powerful support demonstration for four French activists who had to appear in court for an anti-advertising action (more on this below).
Simultaneously with the creative workshop, participants had the option to attend a brainstorming session about getting fossil ad bans on the agenda for the Transitioning Away from Fossil Fuels conferences, the next of which will be co-organised by Ireland and Tuvalu in 2027. These events can be instrumental in moving from a frame of emission reduction to one of phasing out fossil fuels altogether. The subsequent workshop about removing polluting fossil sponsors from the world of sports, facilitated by Fossil Free Football (NL) and Badvertising (UK), led to some creative campaign suggestions, and offered the combination of mutual learning and brainstorming which has become tradition during these conferences.
After a delicious dinner, all participants were invited to join the solidarity event hosted by the bar Le Court-Circuit for the activists summoned to appear before the Court two days later. An occasion to hear them speak freely about how they felt when they were arrested, how repression is increasing even for anti-advertising activists, furthermore when this type of action mode serves a greater purpose such as criticizing overconsumption and capitalism, or standing up for Palestine and claiming dignity and equality for everyone.
Sunday: looking ahead
On this second day – after a dynamic energizer – we started with a presentation equal parts fun and serious from Nathan Steward of Fossil Free Politics. This European campaign is coordinated by Corporate Europe Observatory, Friends of the Earth Europe, and Food & Water Europe. Its goal is to tackle the climate emergency and ensure that climate policy is conducted entirely in the public interest, by cutting fossil fuel interests out of politics, similar to existing restrictions on the tobacco industry. Fossil lobbyists out!
Then two parallel sessions started in the beginning of the afternoon, such as a workshop about new ways to involve youth in our movements. RAP (FR) and Verein für Vernetzung und Partizipation (GE) explained to participants how they came up with the project of a Franco-German exchange for around 20 people under 30 years old, through the European Erasmus Youth Program. At the end of March, all of them gathered in Berlin for one week, to learn about how advertising affects us and how we can fight back. They were given the opportunity to talk to politicians, create artworks and take action themselves on the last day.
Meanwhile, RFV (NL) and RAP (FR) hosted a workshop on mapping advertising laws per country. As we have different legislation systems occurring in Europe and beyond, we don’t always face the same obstacles. But sometimes, we also share some similarities! Then we have a particular interest in knowing how others managed to win victories in their own country, if it is possible to duplicate them in ours. Finding out which countries are legislatively most similar will be an ongoing project.
An activist from Berlin Busters Social Club (GE) also offered a skill-share discussion on digital screens. This plague of a display spreading like a virus in our cities these last years are seen as the latest innovation in commercial communication, but they most certainly are a huge threat for our environment and our health. Waste of energy, light pollution, increasing number of images that distract our attention and messages that promote overconsumption. If we want or need to do subvertising, it is wise to start with these boards.
Finally there was time for open discussions. RFV (NL) hosted a session aiming to find new campaign angles in the face of the current energy crisis. As geopolitical turmoil changes political and financial priorities, it is crucial that we remain flexible as campaigners. Other participants used this time to plan on reproducing the ZAP Games for another round in this fall, from 13th to 27th of November 2026. Since 2023, this campaign has rallied activists from all over the world to point out and condemn the devastating effects of Black Friday and all the communication praising supposed special offers. Hopefully this fourth edition will be historical, as people from Africa intend to participate for the first time! Stay tuned.
During the final wrap-up, the dominant sentiment was one of hope. We face an uphill battle as activists, but these gatherings remind us that we’re not alone, and that together we can make great things happen. Our movement has made great progress in the past few years, and it’s all thanks to the drive and motivation of the people that shape it.
Monday: about the court case and demonstration
As some of the conference participants returned to their homes across the European continent, several others remained in Lyon for a display of solidarity with French activists the next day. Four activists appeared before the Lyon District Court on May 4, 2026. They are being prosecuted for defacing 19 adverts in public spaces on September 27, 2025, where they were apprehended, handcuffed, and held in police custody for 42 hours following an action carried out in Lyon that evening.
In support for the 4 activists and ahead of the trial at 2pm, a rally was held on Place Guichard, attended by about 50 people, despite heavy rain. Members of the 28 organisations that called for support for the defendants were on site, some of them (Action Justice Climat, Tsedek, Extinction Rebellion, La Fosse aux Lyons, Faire Bloc faire peuple, MAN Lyon, and RAP) giving speeches. International activists from the weekend conference also came in support and held the resistance chain on stage, created on Saturday. A giant 3-row carpet of advertising posters was also symbolically unrolled in the middle of the square, raising attention on the subject of advertising and attracting passers-by.
After packing up and removing the ad-carpet, the small crowd headed to the district court.
More about the trial
The prosecutor requested a three-month suspended prison sentence. For the defence attorney, Mr. Forray, this request “criminalises political activism”.
One defendant explained the aims of denouncing the advertising system through this action: “We neutralise the adverts by placing other messages on the inside of the window, to raise awareness about climate change, consumerism, societal pressures (beauty, thinness, etc.), and so on.” They highlighted the repression and humiliation from the police officers, who betrayed their trust and instilled a fear that their words would be misrepresented. So much so that one of the defendants gave a false name when being registered at the police station.
Two expert witnesses were then heard. First, Mehdi Khamassi, a cognitive scientist and research director at the CNRS (French national scientific research institute), shared his expertise on the negative effects of advertising and freedom of reception. He explained that advertising employs “mechanisms designed to capture our attention and embed itself in our memory. All of these mechanisms lead to a loss of freedom.” Mr Khamassi draws a clear distinction between the work of activists and mass advertising: “Mass advertising triggers harmful conditioned responses, whereas activist and political messages encourage reflection.” Moreover, “there are very few platforms for expression on this subject, and a disproportion between the general public and the resources available to advertisers.”
The second witness, David Cormand, a Member of the European Parliament (Green party), has worked extensively on the issue of advertising regulation. He highlighted the excessively consumerist nature of advertising and how it runs counter to the public interest: “[advertising] involves exposure without consent, which is intrusive and unsolicited, particularly in public spaces. […] Advertising is regarded by many political forces as an essential driving force behind consumer society. […] Economic dependence (the aim of businesses) is incompatible with the rule of law, which requires the protection of privacy and the regulation of consumption in the public interest.” As for whether it was worthwhile for activists to take this sort of action, he replies that “every democracy needs activists to shake up the debate on legislation.”
The prosecutor supported the charge of criminal damage committed in group and acknowledges that there is a ‘scale of severity’. She requested a three-month suspended prison sentence for each defendant and a 500€ fine for providing a false identity, to be entered on their criminal record.
The activists’ lawyer stated, in particular, that “The offence cannot take precedence over the freedom of expression of activists who support democratic space. Freedom of expression must foster debate […]. These references to the Palestinian regime come just days after the French state recognised Palestine! […] The Prosecutor is criminalising political activism.” He is seeking an acquittal.
The verdict will be delivered on 15 June 2026 at 2 pm.
