The Tallinn City Government has approved a regulation banning the use of polyvinyl chloride (PVC) advertising materials in public space. Tallinn is the first European capital to introduce such a restriction in the field of outdoor advertising. The decision stems from the city’s commitment to protecting residents’ health and the environment, and to steering public visual communication toward more sustainable practices.

According to Tallinn’s Deputy Mayor for Business and Circular Economy, Margot Roose, the city is taking a significant step toward a greener future and more responsible business practices. “As a green capital and a Zero Waste Candidate City, Tallinn cannot accept the use of materials in public space that are harmful to people’s health and the environment and that do not meet circular economy principles. In cooperation with the sector, we are gradually moving to reduce the accumulation of toxic materials in landfills, prioritising environmental protection and public wellbeing,” said Roose.

PVC advertising banners pose risks both to public health and the environment. “PVC contains a number of hazardous plastic additives, such as phthalates and flame retardants, which have been associated for years with serious health risks, including fertility issues and cancer. While PVC banners are used outdoors due to their weather resistance, this is also where sunlight releases the hazardous substances and rain washes them off. The micro-particles released into the environment are highly persistent and eventually accumulate and make their way back to humans,” explained Katarina Papp, Circular Economy Expert at the Tallinn Strategic Management Office. She added that PVC is difficult to recycle and unsuitable for incineration due to the release of corrosive hydrochloric acid, which can damage incineration equipment. “Banning PVC gives the city an opportunity to guide market players toward more environmentally friendly alternatives and supports a systemic transition to a circular economy,” Papp noted.

When better recyclable, chemically safer, partially bio-based, and equally weather-resistant alternatives such as polyethylene (PE) and polypropylene (PP) are available in the same price range, it would be irresponsible to continue using PVC. Several advertising companies already offer PVC-free poster options to their clients.

The ban aligns with Tallinn’s broader environmental goals. The city is the first European capital to join the Mission Zero Academy (MiZA) certification programme in pursuit of official Zero Waste status. The certification provides a strong framework for developing sustainable waste management systems, enhancing community engagement, and accelerating the shift to an economy based on reuse, repair, and recycling.

Tallinn’s action plans aim for a 70% separate waste collection rate by 2030 and at least 65% recycling by 2035. The city already outperforms the EU average — in 2023, Tallinn generated only 362 kg of waste per resident, compared to the EU average of 511 kg.

The ban on PVC-based outdoor advertising is part of Tallinn’s deliberate move toward becoming a greener and more responsible city. It also sends a clear message to other cities in Europe: applying circular economy principles across all aspects of urban life is not only necessary — it is achievable.

The ban will take effect on 1 January 2026, but existing PVC advertisements may remain in use until 2030. The regulation will now move forward for approval by the Tallinn City Council.