Court upholds opt-in rules for advertising flyers in Amsterdam

Residents in Amsterdam have to place a yes/yes sticker on their
mailbox if they wish to receive certain advertisting
04 Oct 2021 − 

As the first Dutch city, Amsterdam introduced an opt-in system for advertising flyers in 2018 in an attempt to reduce paper waste. Two associations sued the city council - and lost.

The Supreme Court (Hoge Raad) of the Netherlands has ruled that the City of Amsterdam can have an the opt-in system for advertising flyers.The Dutch association of graphic companies (Kvgo) and the association of mail distributors (MailDB) had sued Amsterdam council, which introduced the rules in 2018. Now the court has ruled in the council's favour and said the regulations are lawful.

Since the beginning of 2018, Amsterdam has prohibited the distribution of unaddressed advertising to households unless they have explicitly indicated that they want it by affixing a "Ja/Ja" ("Yes/Yes") sticker to their letterbox. The previous rule was the converse: Households had to indicate when they did not want unaddressed advertising delivered to their letterboxes. Only free and non-commercial local newspapers can still be delivered to letterboxes without express permission.

MailDB and Kvgo are already considering further steps to challenge this ruling. The associations fear the paper industry and retail stores will suffer further losses. According to MailDB, advertising brochures generate 29 per cent of retailers' sales.

This article is an excerpt from our article on the lawsuit. Read the full article in EUWID Pulp and Paper no 40, which will be published on 6 October.

To gain full access to company news and in-depth market and price reports on major paper and board grades, raw materials and consumables consider subscribing to EUWID Pulp and Paper or start a three-week free trial.

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