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Matthew Vella
New guidelines on advertising structures will not permit billboards in open countryside, along the coastline, or across the skyline or on roofs of buildings, a Malta Environmental and Planning Authority policy is proposing.
The new guidelines follow the removal of some 33 billboards from Maltese roads, after around 70 enforcement notices were issued – covering most if not all of the billboards seen along arterial roads.
MEPA embarked on an enforcement campaign in a bid to remove illegal billboards which were only covered by temporary permits – temporary billboards cannot be used for commercial purposes and have to be removed after a certain period of time.
The new proposals now aim at prohibiting the erection of billboards against scheduled sites, historical buildings, or outside the limits of development of towns and villages. Bright or distractive illumination will also be prohibited.
The MEPA guidelines have acknowledged the proliferation of billboards which are “frequently too large, too tall, badly located and far too numerous.” Billboards will now only be considered if they are within designated areas scheduled by MEPA, and if they do not obscure architectural, historic and environmental features such as open countryside and coastal views.
The materials and structure of the billboards will also have to be “sympathetic to its surrounding”, and must not jeopardise driver visibility. “All advertisements are intended to attract attention and hence a potential traffic safety hazard… on traffic islands and central strips advertisements will not normally be allowed and must confirm to the road safety criteria set out by the Malta Transport Authority.”
Additionally, advertisements will have to be permanently attached to a structure whose foundations will have to be underground.
MEPA is also encouraging illuminate advertisements to exploit solar energy, but these will only be allowed where illumination has a minimal impact.
mvella@mediatoday.com.mt
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