Bristol becomes first UK council to restrict ultra-fast fashion advertising

Bristol City Council has become the first local authority in the UK to restrict advertising for ultra-fast fashion, as part of broader measures targeting products and services it considers high-polluting.

The policy, passed by the council’s Strategy and Resources Committee on September 14, applies to council-owned advertising space, including billboards, bus shelters, print and online platforms. Restrictions also cover advertising for SUVs, airlines, cruises and fossil fuels, while more sustainable travel and UK-based holidays will be encouraged.

The move specifically targets promotional tactics associated with ultra-fast fashion, prohibiting limited-time offers, mass sales and promotions, including references to “discounted”, “haul”, “flash sale” and “Black Friday”, as well as claims such as “Now only” that could create a false sense of price reductions.

The council also reported that 83 percent of Bristol residents expressed concern about climate change in its latest Quality of Life survey.

Speaking on the move, Anna Bryher, policy lead at Labour Behind the Label, said: “Advertising accelerates ultra-fast cycles of clothing, with increased emissions, excessive water use and poor working conditions for garment workers. Removing this type of ad is a brilliant step towards slowing down fast fashion and moving to a just transition.”

The policy builds on Bristol’s existing advertising restrictions in place since 2021, which banned promotions for unhealthy food, gambling, alcohol and payday loans. More than 20 UK councils have now introduced similar restrictions on advertising for products and services considered polluting.

Deputy leader Heather Mack said: “We don’t want Bristol to be a billboard for polluters while we’re working hard to improve health, air quality and nature in the city. We’re proud to be thinking holistically about the changes we need to keep Bristol green and thriving.”