Outdoor advertising needs to be beautiful and safe

Giant billboards and bright LED screens in urban spaces have contributed to the modern and vibrant appearance of many cities in our country. However, behind that brilliance are increasingly high demands for safety, aesthetics and planning.

Outdoor advertising using LED screens in Hanoi . (Photo: WEWIN)

In addition to technical management issues, outdoor advertising also reflects the level of development and urban civilization of each locality. The more modern it is, the more it needs to prioritize safety and harmony. Hanoi, considered the "face" of the whole country, is gradually tightening management, aiming for a civilized, beautiful and safe advertising space for the community.

Ensuring urban safety and beauty

According to Director of Hanoi Department of Construction Nguyen Phi Thuong, outdoor advertising activities are an integral part of the overall urban planning. Pursuant to Clause 1, Article 37 of the 2012 Law on Advertising, outdoor advertising planning must clearly define the location, style, size, material, and number of advertising media on routes, inner-city areas, and inner-city areas. Decision No. 01/2022/QD-UBND dated January 11, 2022 of the Hanoi People's Committee assigned the Department of Culture and Sports to organize the development, approval, and implementation of outdoor advertising planning, and periodically report on management work; Hanoi Department of Construction coordinates in appraisal, inspection, and technical guidance.

According to current legal regulations, the appraisal and licensing of advertising works are clearly decentralized. Advertising works using non-budgetary capital, with a scale of less than 20 billion VND, not belonging to the group that greatly affects safety and public interests, the appraisal authority belongs to the investor or authorized agency. However, the design documents must still be carried out by a qualified consulting unit to ensure safety during use.

Regarding construction permits, Clause 2, Article 31 of the 2012 Advertising Law clearly stipulates: Constructions with a single-sided area of ​​2m² or more, or independent billboards of 40m² or more, must obtain permission from the competent construction authority. Most of the current billboard constructions are of level III and IV, therefore, the licensing authority lies with the People's Committees at the district level (formerly) and commune level, along with the Management Boards of high-tech parks and industrial parks.

Mr. Nguyen Phi Thuong added that billboards are not in the list of large-scale, technically complex projects, and will not have to undergo the Department of Construction's inspection and acceptance procedures. However, the Department still regularly coordinates with local authorities to guide, inspect, and ensure that the installation meets technical standards and is safe in construction and use. At the same time, advertising projects must be carried out in accordance with national standards on construction and installation of outdoor advertising media.

Creative and civilized advertising space

Architect Tran Huy Anh said that recently, although the number of large billboards in outdoor advertising in Hanoi has decreased, the use of electronic screens and LED signs has increased, attracting many potential consequences.

He pointed out: “Many billboards today have bright colors and are too bright, causing glare, danger to passersby and affecting people’s vision. This is a public health issue that needs to be seriously considered.”

In the old quarters and old streets such as Hoan Kiem and Cua Nam wards, many billboards are installed spontaneously by private households, without permission or exceeding regulations, which makes it difficult for management agencies to control, and at the same time reduces the value of architecture and urban landscape, especially in heritage areas. Even many headquarters and offices have billboards that lack aesthetics, overwhelming public spaces.

Meanwhile, art projects and artists’ creative works are less prioritized in terms of location. According to Mr. Anh, planning needs to set specific criteria on light intensity, installation density and distance between billboards; at the same time, consider visual health factors and local cultural identity, so that advertising becomes a highlight rather than a burden for the city.

Meanwhile, Chairman of the Vietnam Advertising Association Nguyen Truong Son said that outdoor advertising is entering a new stage of development with many breakthroughs in both technology and management. Vietnam has a clearer system of technical standards, especially after the coordination between the Ministry of Construction and the Advertising Association. Billboards and advertising screens are now allowed to integrate internet and 5G connections to transmit data, replacing the previous manual form.

Mr. Son commented: “Previously, every month, businesses had to bring USBs to tens of thousands of screens to update content. Now that we are allowed to use wifi and 5G, we can manage remotely, much faster and more effectively.”

In addition, regulations on technical and fire prevention and fighting have been tightened. Mr. Nguyen Truong Son said: "Some people think that the new regulations make it difficult for businesses, but in fact, we support them. Because businesses themselves understand that advertising assets are their assets, the safer they are, the more they protect themselves." Currently, after each storm, the Vietnam Advertising Association launches a program to support businesses that have suffered damage. Therefore, compliance with safety standards is not only a legal obligation, but also the responsibility of the industry.

Another important innovation is that billboard planning is more flexible. Instead of imposing fixed locations, planning now consults with businesses and brands, who understand what works and what doesn’t.

According to Mr. Son, there are currently two viewpoints: One viewpoint believes that dense billboards are confusing and reduce the beauty of the city; the other viewpoint considers advertising as a vitalizing factor, making the city more bustling and modern. “In fact, outdoor advertising is an inevitable trend. The important thing is to have planning, order, and ensure safety and civilization,” Mr. Son added.

In addition to technical management issues, outdoor advertising also reflects the level of development and urban civilization of each locality. (Photo: nhandan.vn)

From such analysis, it can be seen that safety and aesthetics are necessary requirements for outdoor billboards and signs. Hanoi is building a Project for developing outdoor advertising in the period 2025-2030, with a vision to 2045, to overcome limitations, optimize economic benefits and preserve a civilized and modern urban landscape.

Accordingly, the Department of Construction will continue to coordinate with competent authorities to guide the application of QCVN 17:2018/BXD standards, and at the same time research the application of digital technology in management, from electronic licensing, digital maps of advertising locations, to real-time monitoring of construction status.

Outdoor advertising beautifies the city, but that beauty is only meaningful when it is based on safety, civilization and respect for the community. Every advertising project, no matter how small, is a part of the city's face. To keep that face bright, clean and beautiful, it requires the cooperation of the State, businesses and people so that billboards become a cultural highlight, not a concern in the heart of the city.

HOAI THU

Source: https://nhandan.vn/quang-cao-ngoai-troi-can-dep-va-an-toan-post918545.html