Sydney's Billboard Boom: Regulation, Aesthetics, Concerns

Sydney's Digital Billboard Boom

Sydney’s cityscape is evolving, and not everyone is pleased with the direction it’s heading. The rise of digital billboards across the city has sparked a contentious debate, with critics raising concerns about the saturation of advertising in public spaces.

Transport for NSW manages a significant portion of these advertising assets, with nearly 1000 advertising screens scattered across Sydney Trains and about 1200 buses sporting paid advertisements. The City of Sydney has also joined the fray, installing approximately 700 advertising screens throughout the CBD. Even food delivery drivers haven't escaped the trend, with around 200 of them featuring LCD advertisement screens on their delivery bags across Greater Sydney.

The Numbers Speak: A Growing Concern

The numbers speak for themselves: there's been a proliferation of outdoor advertising billboards across Australia, with a staggering increase of 50,000 billboards in just over a decade, according to the Outdoor Media Association. In Greater Sydney alone, thousands of advertising assets dot the landscape, prompting critics to argue that digital billboards have spiraled out of control.

A Call for Regulation

Marnie Ogg, founder of the Australasian Dark Sky Alliance NSW, likened the situation to "death by a thousand cuts," emphasizing the need for more stringent regulation. Ogg highlighted concerns about the excessive brightness of LED billboards, particularly at night, which she claims can be up to ten times brighter than necessary, casting shadows in places where they shouldn't exist.

While outdoor lighting is regulated to some extent, Ogg believes that additional measures are needed, such as implementing curfews for billboards in residential areas and reducing brightness levels during nighttime hours.

Industry Response: Safety and Compliance

In response, Elizabeth McIntyre, CEO of the Outdoor Media Association, defended the industry's commitment to safety and compliance with regulations. She emphasized that digital signs are equipped with sensors to adjust brightness levels according to ambient light conditions.

Balancing Act: Commerce vs. Art

Despite these assurances, the proliferation of billboards continues to raise concerns among residents and city officials. Yvonne Weldon, a City of Sydney Councillor, criticized the influx of commercial advertising in public spaces, arguing that these areas should prioritize art over commerce. Weldon's concerns were echoed by Lord Mayor Clover Moore, who acknowledged the financial benefits of advertising contracts but stressed the importance of balancing commercial interests with the integrity of public spaces.

Conclusion: Shining a Light on the Issue

The debate surrounding Sydney's advertising billboards is far from over. As stakeholders continue to grapple with questions of regulation, aesthetics, and public interest, one thing is clear: the bright and unsolicited presence of these billboards has thrust the issue into the spotlight, demanding attention and action from policymakers and the public alike.