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Amsterdam i-criterion
Project Category
Photography
Role
As a representative of the sector, I took the lead in challenging the proposal at both local and administrative level. My approach was focused on gathering facts, convincing policy makers and creating awareness among the wider public.
The i-criterion, which would deny foreign visitors access to coffee shops in Amsterdam, threatened to have major consequences for the city and the coffee shop sector. Research by I&O Research showed that only 7% of tourists would stay away because of this, while almost 20% indicated that they would buy hash or weed on the street if the i-criterion were maintained. This would lead to an increase in illegal street trade, safety problems and nuisance, and thus undermine the regulated market.
Actions:
Thorough analysis and research:
Initiating and supervising the research by I&O Research to gather objective insights into the consequences of the i-criterion for tourism, street trade and public order.
Analysing the research results and translating them into concrete policy advice and campaign content.
Strategic communication and campaigning:
Developing and coordinating the "It's You, It's Me" campaign, aimed at maintaining a manageable and regulated cannabis market.
Creating and distributing campaign materials (posters, digital content) with clear core messages for politicians, entrepreneurs and the public.
Letters and policy proposals:
Drafting letters to mayor Femke Halsema and municipal council members, in which I substantiated the negative effects of the i-criterion with data from the research.
Proposing alternative measures, such as:
- Increasing the minimum age to 21.
- Introducing a quality mark for coffee shops.
- Targeted approach to illegal street trade.
Stakeholder consultation and presentation:
Conducting discussions with policy makers, entrepreneurs and enforcement (OOV Amsterdam).
Presenting the research results and campaign during the Stadshart Top, where I highlighted the social value of coffee shops and the risks of an unregulated market.
The combination of a thorough analysis, independent research and an effective campaign led to a critical reconsideration of the i-criterion by the municipal council. The negative effects of the measure were widely recognised, and alternative solutions were more prominently identified.
