Councils restricting harmful advertising—such as junk food, fossil fuels, ultra-fast fashion, and single-use plastics—do not suffer a loss in advertising revenue, according to research by the University of Portsmouth and Sustain. Analysis of UK councils’ data from 2019-2023 shows those adopting healthier or environmentally conscious advertising policies maintained their income levels compared to councils without such policies. Councils can replace harmful product ads with socially beneficial campaigns without financial loss. This approach supports public health and environmental goals and is expanding beyond tobacco and alcohol to include high-carbon products. Examples include Bristol's ban on ultra-fast fashion ads and Portsmouth’s inclusion of single-use plastics. The findings suggest councils can confidently implement stronger restrictions aligned with climate and health objectives.