In the "global cities" of New York, London, and Tokyo, the "quality of urban landscape" has an unforgettable outdoor advertising scene. Outdoor advertising is also a symbol of Shanghai's traditional culture and urban commercial civilization. However, the current storm is about to sweep through Shanghai's outdoor advertising industry. More than 1,200 outdoor billboards that are said to be illegal but of commercial value will be dismantled, and the annual revenue of the industry will be reduced by 2.5 billion yuan.
Changing approval twice, outdoor advertising is mostly "illegal"
Shanghai's outdoor advertising management has always had rules to follow. In 1987, the Shanghai Urban Planning and Design Institute teamed up with the outdoor advertising industry to take the lead in compiling the Shanghai New Passenger Station Outdoor Advertising Position Plan. In the future, the government and the industry will continue to use this method of planning and management in the process of co-construction. In July 2009, the Shanghai Municipal Planning and Land Resources Administration compiled and issued the “Shanghai Outdoor Advertising Facilities Position Planning” (hereinafter referred to as “Advertising Position Planning”).
On the other hand, on January 1, 2011, the “Measures for the Administration of Shanghai Outdoor Advertising Facilities” (Hufu 2010 No. 56) began to be implemented. Among them, this No. 56 order also sets up many management measures and approval procedures for the legal setting and release of outdoor advertising facilities.
Since then, Shanghai outdoor advertising has entered the stage of “combined planning and approval”. That is, it must comply with the "Advertising Position Planning" and must go through the government administrative license of the relevant administrative department.
However, on July 13 this year, the No. 60 document of the Shanghai Municipal Government Office was forwarded by the Shanghai Municipal Greening and City Appearance Administration (formed by the merger of the Municipal Environmental Health Administration and the Greening Department, hereinafter referred to as “Shanghai Greening City and Municipal Bureau”). The “Implementation Opinions on the Implementation of Special Remediation Work for Illegal Outdoor Advertising Facilities in the City” issued by the seven departments (hereinafter referred to as “Implementation Opinions”), which stipulates that “the suspension of administrative licenses for some areas and types of outdoor advertising facilities shall be suspended for one year”. "The Municipal Greening and City Appearance Bureau will work with the Municipal Planning and Land Resources Bureau, the Municipal Industry and Commerce Bureau and other relevant departments to revise the "Advertising Position Planning". This has caused great dissatisfaction in the outdoor advertising industry.
In the eyes of many industry professionals, this is the emergency management notice issued by the Shanghai Municipal Appearance and Environmental Hygiene Administration on April 22, 2008, to the districts from the immediate approval of the city to stop the approval of various forms of outdoor commercial advertising. The department once again announced in the form of opinions and notices to stop fulfilling the administrative examination and approval duties stipulated in the higher-level government orders. This “suspension of approval” also means that it will be compiled from 2008, and the “Advertising Position Plan” approved by the Shanghai Municipal Government in September 2009 will be “temporarily voided”.
"China Economic Weekly" reporter recently learned from the Shanghai Advertising Association that many outdoor advertising members believe that if Shanghai has completely stopped approval in April 2008 and plans to dismantle 47,000 outdoor advertisements, which has caused many sequelae, then in this round Before “remediation”, we should first re-examine the law enforcement procedures and identify specific cases in a realistic and realistic manner. This is a rational, effective, orderly, and logical way to govern according to law, rather than repeatedly “suspending approval” and “immediate dismantling”. Adding new debts - In the long run, this will form a vicious circle of social public governance.
