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Govt tells Digicel to stop billboard advertising campaign

Government has asked telecommunications provider Digicel to remove an Island-wide advertising campaign.

A roaming billboard, which last week sparked outrage among citizens, was found to be in contravention of advertising regulations.

“The provisions of the Advertisements Regulation Act 1911 specify what can and cannot be displayed in terms of advertising signs”, said a Government spokeswoman.

“Digicel would need to be in compliance with the Act, in respect of the recent 'boarding' sign, it was not.”

Responding to queries from this newspaper, Government said Digicel had complied with its request to pull the advertisements.

“The Department informed Digicel that its actions were contrary to the Act and the sign was removed.”

Last week 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.

“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.”

A statement from Digicel explained the issue has given “valuable insight” into their advertising campaigns.

“While we regret that some members of the public were unhappy with the sign, despite its extremely temporary nature, we are grateful for the support of those people who commended the creativity that went into this campaign.”

“We have taken all the feedback, positive and negative, to heart and will use this valuable insight when formulating future campaigns.”

Roadside ad: Advertising like this by Digicel has prompted the Government to act

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Published October 17, 2013 at 9:00 am (Updated October 17, 2013 at 1:01 am)

Govt tells Digicel to stop billboard advertising campaign

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