NEWS: Outdoor industry calls for new flyposting law

Flyposting is depriving the poster industry of millions of pounds in advertising revenue and should be made legal through the introduction of official flyposting sites, leading members of the outdoor industry said this week.

Flyposting is depriving the poster industry of millions of pounds in

advertising revenue and should be made legal through the introduction of

official flyposting sites, leading members of the outdoor industry said

this week.



According to research conducted by a major poster company, which wishes

to remain anonymous, flyposter culprits such as Red Stripe, the Body

Shop and MTV are conspiring to deny the poster industry of up to pounds

35 million in advertising revenue.



According to the study, advertisers spend pounds 2.25 million on pasting

flyposters each year. If they were forced to use legitimate channels,

such as four-sheet poster sites, an extra pounds 35 million would be

generated for outdoor.



The findings have led members of the outdoor industry to call for

flyposting to be legalised, with local authorities designating specific

sites for flyposters, as is the case in France. Companies that used

flyposters would also be forced to pay VAT and an agency commission on

their campaigns.



Alan Simmons, the chairman of the poster specialist, Concord, said:

‘We’re being denied revenue which should be added to the outdoor pot. We

should legitimise and police this area.’



Francis Goodwin, the managing director of Maiden Outdoor, said it would

be difficult to ensure that flyposters only used legitimate sites: ‘We

need to tighten up the penalties for those advertisers that persist in

illegal flyposting.’



At the same time, the poster industry is preparing to step up sanctions

against advertisers that flypost on top of legitimate posters. A recent

example was a flyposting campaign for a rap record that carried the

strapline: ‘What the f*** are you looking at?’ (Campaign, 12 July).



The outdoor industry is proposing to take legal action against

flyposters that ‘trespass’ on legal sites.



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