From Marketing Magazine (November 25, 2009):
Outdoor ad campaign takes on Toronto’s outdoor ad tax
In response to an impending new law that would tax billboard advertising in Toronto, the Out-of-Home Marketing Association of Canada (OMAC) has launched an outdoor campaign to bring the issue out of city council chambers and into the streets.
OMAC objects to the estimated $10.4 million in new taxes, which it claims would outstrip estimated industry earnings of $8.8 million.
The new law goes before a council vote on Nov. 30 , and is scheduled to go into effect in July 2010.
The association put up 139 billboards yesterday–provided by Astral Media, CBS Outdoor and Pattison Outdoor–that drive curious passersby to CityBillboardTax.ca.
Copy on the billboards say “How can the City tax an industry more than it earns?” and “Any tax affects you. Even one on billboards.”
Rosanne Caron, president of OMAC, said the tax will act as “prohibition” on outdoor advertising, driving costs up for businesses and charitable groups that receive donated ad space.
“We feel it is critical to communicate what is truly at stake if the new sign by-law and tax are passed into law,” Caron said in a statement.
OMAC has asked the council to postpone the vote for one month to examine the law and “reach a workable solution for all stakeholders.”
Toronto Adscapes has been following this story. For related posts, check out…
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Tags: Advertising, Astral Media, Billboards, CBS Outdoor, Legal Matters, Out of Home, Pattison Outdoor, Toronto
