An advertising screen in the window of a pharmacy (Illustration). . – Nicolas Raffin / 20 Minutes
- The climate law arrives this Monday at the Palais Bourbon. In this, it is planned to give mayors the ability to supervise the illuminated advertisements of shops.
- In Paris, digital billboards are in the sights.
- “A two-square-meter digital panel consumes 7,000 kilowatt hours
(kWh) per year, ”say Parisian environmentalists.
–
Advertising screens in the viewfinder of the town hall of Paris. For several years, the Town Hall has been hunting “wild” advertising and illuminated signs that do not respect the rules. If digital signs are banned in public spaces, advertising agencies have circumvented the legislation and have for some time been flooding shop windows with digital screens. A practice that could end.
This Monday, parliamentarians are examining a bill giving more power to local elected officials to fight against digital signs in shop windows, note The Parisian. Because the town hall has tried to tackle the phenomenon. In vain.
The town hall running out of recourse
In October 2020, the Paris city hall fined five advertising agencies for “violation of the local advertising regulations (RLP)”. But the initiatives are struggling to succeed. “Our appeals do not succeed”, explains to the Parisian, Emmanuel Grégoire, first assistant to Anne Hidalgo. “In 2009, there was the Zara decision which turned us down. We had set five fines to test case law and we lost in summary proceedings and in first instance. But advertisers are hijacking the law because their screens are visible from the street, and therefore from public space. “
The Parisian executive, allied with environmentalists who advocated a city without advertising during the municipal campaign, wants to tackle these screens estimated at 3,000. “As ecology is also a battle against excess consumption and for a low-carbon economy, we will tackle digital advertising”, insisted Anne Hidalgo and David Belliard in a common forum published in the JDD, in June.
“You never find advertising for local businesses”
“A two-square-meter digital panel consumes 7,000 kilowatt hours
(kWh) per year, which is of the same order as the annual consumption of a household of three
people, as indicated by Delphine Batho’s bill to ban the
digital advertising ”, say Parisian environmentalists who also regularly ask the Paris Council to remove digital advertising screens in metro stations and corridors.
And to specify: “To the useless energy expenditure of these screens, is added the environmental cost of their production, the manufacture of digital screens contributing to ecological destruction by the overconsumption of resources”. Other municipalities have recently declared war on screens in the streets.
A few days ago, Bruno Bernard, the EELV president of the metropolis of Lyon, indicated that he wanted to ban “energy-consuming” digital advertising screens in public spaces. He specified that he would terminate contracts with several private operators in order to limit the surface area of advertising panels. “On these large billboards, you never find any advertising for the local business that you want to develop and help,” he explained to Villeurbanne at the foot of an 8 square meter billboard intended to be dismantled in the coming days.
–
