Citation

Krohe Jr J. Planning 2009; 75(4): 22-26.

Copyright

(Copyright © 2009, American Planning Association)

DOI

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PMID

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Abstract

Technological advances have made electronic signs brighter and more-eye-catching than ever before. Although these new signs offer heightened visibility for advertisers and increased profits to sign companies, they present new challenges to local officials responsible for regulating them. A full-sized billboard can contain as many as 500,000 light emitting diodes, which makes regulating the placement and orientation of such signs even more crucial than with static image signs. Although most municipalities limit the brightness of signs, enforcement can be difficult. Local activists complain that the signs are too bright for residential areas or diminish the aesthetics of an area. One of the biggest fears is that the digital billboards will be too distracting for drivers. The Federal Highway Administration has initiated a study of the safety issues specifically related to electronic signs. In the meantime, most municipalities have banned roadside signs displaying images or messages that flash, blink, scroll or otherwise move. Other municipalities limit the amount of sign changes that can occur in a given time period. In order to control the number of these signs without engaging in costly and time-consuming litigation, some communities are developing voluntary agreements with sign companies to replace old static billboards with the newer signs. It remains to be seen whether the digital signs are just a fad, or whether they will eventually dominate outdoor advertising.

Language: en