OMA warns Sydney council plans for outdoor ads will hurt economy and are ‘unlawful’
The Coca-Cola sign in Kings Cross is one of the most iconic pieces of advertising in Australia
The Outdoor Media Association (OMA) is opposing a draft plan from Sydney City Council to clampdown on outdoor signage in a bid to improve the look of the city.
A Draft Development Control Plan 2015 (DCP) into Signs and Advertisements by Sydney City Council is an effort to “best address the promotional needs of the city’s businesses,” with changes to how and where outdoor advertising can be used in the city, including where electronic billboards are able to be erected.
Among issues highlighted by the outdoor industry body include proposals by the council to have 15 per cent of content space available to the council free of charge, which it claims is “unlawful”.
But in its submission to the council the OMA warned: “This DCP could result in outdated and unchanging signage out of touch with Sydney’s status as a modern and vibrant city.The proposed guidelines will also hurt the OOH advertising economy.
“Advertising plays a fundamental economic role in Australian society, with an overall spend of $11.6 billion in 2014. Last year the OOH industry raised revenue of $602 million, making up approximately 5.2 per cent of advertising spend in Australia.”
The OMA’s 159-page submission which includes supporting statements from Australian Association of National Advertisers’ Simone Brandon, Free TV Australia’s Julie Flynn, The Communications Council’s Tony Hale, Advertising Standards Bureau’s Fiona Jolly and QMS’ Adam Trevena.
In its submission it warned the limits would be contrary to the council’s Economic Development Strategy by having “an additional impact on local businesses who utilise Outdoor advertising to promote their business”.
“Currently over 40 per cent of outdoor advertising displayed by OMA members is utilised by retail, tourism and events, all of which are identified by the City in the Economic Development Strategy as being key to economic growth,” it added.
In total the submission highlighted 14 key issues needed to be resolved, including content space being made available to the council which the OMA said is “unlawful”.
“The 15 per cent public benefit requirement proposed in the Draft DCP is unlawful because it constitutes a form of development contribution to be made solely to the Council and that contribution is not included in any of the City of Sydney’s (CoS) section 94 contributions plans. Further, it is not authorised under section 61 of the City of Sydney Act (CoS Act). There is no provision in either the CoS Act or the Environmental Planning and Assessment Act 1979 (NSW)(EPA Act) that suggests CoS is authorised to obtain development contributions through a DCP,” the OMA said.
The OMA argued the council and the DCP needed to “recognised the current community benefits facilitated by the OOH industry” which last year included a donation of around $22m in free ad space for charities and not-for-profit organisations.
“Invariably, donations from the Outdoor advertising industry enable these organisations to continue their service to the community – by increasing community awareness of their services, recruiting volunteers and soliciting donations from the public. These outcomes would otherwise be difficult to achieve on those organisations’ limited marketing budgets,” the industry body said.
Another key issue the OMA flagged was the introduction of blanket controls preventing the conversion of static billboards to electronic within certain areas of the city including Millers Point, Circular Quay, Bridge Street, Wynyard, Town Hall, Martin Place, Macquarie Street and College Street East.
The OMA said: “Many of the identified areas are within high frequency public transport areas, which often rely on electronic signage to provide updates on departure and arrival times to multiple destinations.”
On the issue of electronic signage, which many in the outdoor industry see as the future for growth with some already experimenting with programmatic buying, it said: “The proposed DCP is predicated on a base assumption that electronic signs have are a more negative visual impact than static.
“In fact, digital signage can be more visually discrete than static signage as it adapts to ambient light levels. It is also more economically viable to make digital screens available for community messaging due to the incorporated changeability of the medium. In effect, one sign can take on the role of many in less space.”
Other issues the OMA highlighted include a proposed dwell times of 45 seconds for signs, illumination requirements and the introduction of 15 per cent of content space being made available to the City of Sydney free of cost for the display of community messages.
The OMA believes if the suggested amendments are made “the City of Sydney will achieve a revised DCP that includes development controls are consistent with higher planning instruments and policies as well as reflecting best practice in terms of safety”.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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While this article resourcefully summarises a 159 page submission, some context and tone of voice has been lost in translation.The Outdoor Media Association (OMA) always advocates for reasonable, evidence-based regulations, and commends the City of Sydney for taking the steps to formally recognise the important and increasing role digital outdoor advertising plays in our community. That being said, we have identified 14 key issues within the Development Control Plan (DCP) – Signs and Advertisements 2015 that do not necessarily reflect best practice and are contrary to our beliefs, as well as the councils’ existing Economic Development Strategy. What we advocate is a more flexible, mutually beneficial future-focussed DCP that will strengthen Sydney’s economy. Since the draft DCP was released the OMA has had a number of positive meetings with staff and Councillors at the City of Sydney and we look forward to continuing these discussions in developing guidelines that reflect Sydney’s vibrant, modern, connected and global status.
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About time. Every piece of public space available seems to have been sold for advertising and it makes the city look disgusting. Public transport needs to be toned down particularly. Buses are covered in bad ads that frustrate and hurt my eyes. The new digital screens at train stations feel intrusive and blinding. Advertising has become less focused on creativity and simply about bombarding the consumer in as many places as possible.
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We the people of Sydney have had immeasurable patience with this woman, Clover Moore and her antics. She now has to go.
“Elected” by an unrepresentative cluster of housos and lefty elites, we were prepared to wait and watch her demise at the next election – inevitable now that democracy has been restored by the State government giving votes to those who exist in the city.
But this policy idiocy is the last straw.
Time for Premier Baird to visit the Governor, and dismiss the Council of the City of Sydney, and appoint an administrator. Plenty of grounds, plenty of precedent.
Come on Premier – you know what you have to do. Do it now.
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As someone who is a ratepayer and lives in the City of Sydney, I’m sick of the amount of visual pollution in the form of outdoor advertising that has cluttered the area. It’s time those garish billboards be taken down permanently. The worst are those erectile dysfunction ads. Tacky, tasteless, and an eyesore.
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@Mike.
Define ‘lefty’.
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