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Out-of-Home Marketing Association begins bylaw protest campaign in Toronto

The Out-of-Home Marketing Association of Canada has begun an outdoor advertising campaign in Toronto in opposition to that city's proposed new sign bylaw. The bylaw, which will be presented to the Toronto City Council on Nov. 30, would institute a new tax on billboard advertising in order to fund public art projects. The association's campaign seeks to raise awareness of the implications the bylaw would have for the out-of-home advertising industry. The creative, developed by Lowe Roche, will be displayed on 139 Toronto billboards provided by association members Astral Media Outdoor, CBS Outdoor and Pattison Outdoor. The billboards display the copy, "How can the City tax an industry more than it earns," "The City's billboard tax. Yet another tax we can’t afford," and "Any tax affects you. Even one on billboards." The ads also direct viewers to a website at <http://www.citybillboardtax.ca>. "The new regulations and billboard tax will amount to an effective prohibition on the outdoor advertising industry, but what many people may not realize is that it will also impact other stakeholders including the advertising and marketing community, local charitable groups who benefit from free ad space, and small business owners who earn important rental income from billboard signs," said association president Rosanne Caron. "We feel it is critical to communicate what is truly at stake if the new sign bylaw and tax are passed into law."

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