ISBA Issues Guidance On Non-Conventional Billboard Sites

ISBA has issued a new set of guidelines urging its members to beware of the legality of advertising on non-conventional billboard sites.

The guidance calls on advertisers to be cautious when using “special” billboard sites such as building wraps and one-off roadside spectaculars. It also advises brands to insist their outdoor specialist indemnifies them against the consequences of the appearance of their ads on non-legal sites.

ISBA is also urging advertisers using scrolling billboard sites to clarify with their agencies exactly what ads they would tolerate appearing alongside. Stipulations can be agreed contractually in order to protect the integrity of the brand.

A recent survey from the ASA showed that only 1% of national poster campaigns broke the advertising guidelines during the first half of this year (see Only 1% Of Posters Break ASA Guidelines).

ISBA: 020 7499 7502 www.isba.org.uk

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