Outdoor Advertising Went Overboard?

 
Has Outdoor Advertising in SG went overboard? The struggle to gain consumer attention and "eyeballs"?

Found the below posting from a car forum. The writer and complainant is not wrong in his/her views, and definitely a valid discussion point for evaluation when approving the type of media used for outdoor advertisements.
—————————————————————————

—————————————————————————
From User "Iandao"
Hi guys, have u seen SBS buses with the CK Tangs advertisement on its side. They have more than 200 over white light bulbs displayed on the both sides of the buss surrounding the advertisements. I have seen these buse 3 times at night already. So I wrote in to LTA to query them on these lights as well as the 3D advertisements popping out of the public buses.

One statement in the onemotoring website states it all…

Decorative Lamps

(e.g. Wiper washer LEDs, undercarriage neon lights, vehicle interior neon lights, flashing decorative lights, etc.)

Fitting decorative lamps to vehicles are not allowed as they may cause confusion and distraction to other road users.

So below is their reply!!!
———————————————
Our Ref: LTA/CSV/F20.032.00020162/1
Date : 06-JULY-2007
Tel : 1800 2255 582
Fax : 6553 5329

Dear Mr Ng,

DECORATIVE LIGHTS ON CARS
FEEDBACK NUMBER:492846

Thank you for your feedback dated 28/06/2007

We would like to inform you that all lights to be installed on motor
vehicles are required to comply with internationally recognised
standards
(in terms of their operation, colour, positions, etc.) for the purpose
of
indicating the drivers’ intention, besides providing illumination.
These
lights must bear approved markings to show that they complied with
international standards, such as those adopted by Japan, countries of
the
European Union, and the United States. As such, we generally do not
allow
the installation of additional lights, such as the neon lights and
blinking
lights (both exterior and interior), on vehicles as they can cause
distractions to other road users.

We would also like to explain that the lights fitted on SBS Transit
buses,
such as the illuminated side panels that you have seen on the roads,
are
permitted after careful consideration. Such lights must emit white
lights
and are placed at the sides of the buses so as to minimise distractions
to
road users. We do not permit such lights to be fitted on the rear of
buses.

We share your concerns regarding the advertisement fixtures affixed on
public buses and would like to clarify that any such fixtures on the
buses
must not adversely affect the safe operation of the buses, the safety
of
the drivers and passengers, or pose danger to other road users. We have
been requiring the bus operators to submit detailed engineering
calculations, technical specifications and installation drawings of
such
fixtures duly endorsed by Professional Engineers for our evaluation
before
allowing such fixtures to be used on the buses. The bus operators also
have to ensure that the advertisement fixtures are properly installed
and
secured onto their buses at all times.

You are invited to visit our LTA website for more information on
Standard
Guidelines for Advertisement on Public Service Vehicles and Trains at
www.lta.gov.sg ==> Public Transport ==> Bus ==> FAQs ==> What are the
standard guidelines for carrying advertisements on public service
vehicles?

Once again, we thank you for your feedback and the opportunity to
clarify.
Should you have further enquiries, please do not hesitate to contact me
at
tel: 6553 5700.

Yours sincerely,

(SIGNED IN LOTUS NOTES)
NEO AIK HING
for DEPUTY DIRECTOR
VEHICLE ENGINEERING DIVISION
LAND TRANSPORT AUTHORITY
——————————————————
The User Replies the below
——————————————————
Hi,

Thank you for your reply but as I will like to bring
to your attention again to the statement as stated in
your vehicle modifications section.

"Decorative Lamps

(e.g. Wiper washer LEDs, undercarriage neon lights,
vehicle interior neon lights, flashing decorative
lights, etc.)

Fitting decorative lamps to vehicles are not allowed
as they may cause confusion and distraction to other
road users."

As mentioned, I am wondering why is there a
contradiction to your statement here when we can see
clearly that the more than 200 advertisement bulbs on
the CK Tangs advertisements on bus service number 156
is meant as a decorative purpose to attract road users
to the advertisement. Regardless of whether the bulbs
are approved by whatever overseas standard, they are
still after all classified as decorative lights that
will distract road users.

As in your reply, careful considerations were done so
that these lights are permitted to be installed on the
buses. Ultimately one of the considerations that your
office has failed to considered is that your side has
actually contravened the statement as stated in your
LTA website.

A lot of us do not the see that how two little blue
LED washer lights on a car bonnet can be more
distracting than 200 over light bulbs on the sides of
SBS buses.

Does your reply in the letter mean that I can purchase
the so called approved standards bulbs and install it
by the side of my vehicle because it is less
distracting to other road users.

Regards
——————————————-
LTA Replies again
——————————————-

Our Ref: LTA/CSV/F20.032.00020634/1
Date : 02-AUG-2007
Tel : 1800 2255 582
Fax : 6553 5329

Dear Mr Ng,

CQ: > DECORATIVE LIGHTS ON CARS
FEEDBACK NUMBER: 498004

We refer to your email dated 20/07/2007.

We share your concern on the lighted advertisment in your eariler
feedback.
As such, we will take into consideration on the bus advertisment for
future
evaluations.

In regards to your installation of additional lighting on your vehicle,
you
may wish to provide us more details for our evaluation. You can forward
the
information to the Vehicle Engineering Division of LTA at 10 Sin Ming
Drive, Singapore 575701.

Once again we thank you for your feedback.

Yours sincerely,

(SIGNED IN LOTUS NOTES)
HO SHU TAI ALAN
for DEPUTY DIRECTOR
VEHICLE ENGINEERING DIVISION
————————————————
All I can say is, imagine you are driving on the road and such a bus with over 200+ white and ultra-bright LED "screaming" at your eyes, would you still be able to concentrate?

Bus Ads are enjoyable to watch and sometimes helped to entertain the drivers with the increasing and worsening traffic jams in Singapore, but to what extent?
Hope the regulating authorities are able to provide a clear guideline soon.

Before more complaints of course.

_______________________________________________________
On Singapore Roads
* Met 12 Road Idiots Since my last Blog.
* Total 864 Road Idiots Encountered on SG Roads. 
   

Wish List
* More "Media Free Play" from The Government.
* Form more Media Associations to represent local media owners.

* All Road Hoggers Dead.
* For God’s Sake Clean Up Trash On Public Roads.
* Petrol Companies are Profiteering yet Authorities Don’t Care.
* No Roadworks during Peak Hours Please!

* Please tell me where can I dine without the presense of PRCs!
* Foreign Talents or Foreign Troublemakers? We shall see.
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