Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are conveyed to North America’s collective minds. A form of communication used to influence individuals to purchase products or services, advertising has become part of our everyday lives. Through TV, radio, print media and billboards, a person can hardly move in the public sphere or use a medium without being subject to advertising. And while advertising can be seen as necessary for economic growth and stimulation, there has been a growing trend of ads occupying more and more in public spaces. It is often cited that billboard ads have been the culprits in this “attack” on public dwellings within the urban landscape.
Formed seven years ago, The Beautifulcity.ca Alliance (a coalition of more than forty groups) was created to support a proposed tax and City bylaw that would strongly regulate how big billboard ads can be and where they are placed. One such highly contested initiative is to tax billboard companies through an annual license fee. The revenue collected would then be funneled directly towards beautifying public spaces, boosting support for marginalized communities and arts funding.
With this new proposal currently being debated at City Council, supporters of this new tax claim that by holding companies investing in billboard advertising accountable for their impact on shared spaces, there would be a revitalization of sorts for a cultural growth in Toronto. They also declare that they are not supporting an all-out ban on billboards, instead, regulations need to be put in place within the billboard industry that has enjoyed a so-called “wild west” scenario in Toronto. While opponents claim that with an introduction of this new tax, the industry would be “devastated” should councillors approve the new billboard rules. They also vehemently argue that with the proposed tax, City Council will be taxing the industry more than it earns.
As City Council is in the midst of debating this contentious issue, we ask, is it unfair that billboard companies will potentially be taxed a high rate to do business? Or is the new proposal fair, since billboards are placed in public spaces (in which the City and public own it, and not the companies themselves)?