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Roaming roadside advertising an unwelcome distraction for some

An Island-wide advertising campaign by telecommunications provider Digicel appears to have backfired after being hit by dozens of complaints.

The Royal Gazette heard from irate readers who protested that the giant billboards were an eyesore that spoiled scenic views and distracted motorists.

One person wrote to the Gazette criticising a large hoarding being installed near the Watford Bridge ferry dock.

“Apart from contravening the Advertisements Regulation Act, it is spoiling the visual amenity in a mainly residential area, and should be removed,” they wrote. “I will be bringing this to the attention of the appropriate authority.”

Digicel did not say whether it had sought permission from the Department of Planning.

A Government spokeswoman, when asked about the matter, responded: “There are a number of reasons why we cannot answer your questions until next week.”

However, a company spokesman said the campaign, launched on October 4, got “a really warm reception” when the aeroplane cut out first appeared on East Broadway.

“The plane has made an appearance in various locations throughout the Island over the past week, but there is just the one, temporary, free-standing aeroplane cut out. It has not been in any one location for longer than a day.”

Yesterday was its last appearance, the spokesman added.

Bermuda Road Safety Council head Carlton Crockwell said the group was well aware of concerns about roadside ads placed along the non-driver's side.

“We haven't taken a position on this one — it's definitely not a small ad, but that means people aren't straining their eyes trying to read it,” he said.

At the roadside: Digicel's roaming advertisement has attracted complaints.

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Published October 14, 2013 at 9:00 am (Updated October 14, 2013 at 1:33 am)

Roaming roadside advertising an unwelcome distraction for some

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