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
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
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
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.