The new CDMX Outdoor Advertising Law prohibits sexist content in advertisements.
It is expected that by June 2023, 1,200 rooftop billboards will have been removed in the City.
Due to the cost of removing each advertisement, the Government asked companies to do so voluntarily.
Before the entry into force of the new Outdoor Advertising Law in CDMX, the Secretary of Urban Development and Housing (Seduvi) and, in general, the Administration of Claudia Sheinbaum, entered into conversations with companies, advertisers and advertising agencies to reach an agreement that guarantees the removal of each rooftop spectacular that violates the new guidelines.
These establish that there will be a period of one year for agencies and brands to remove their billboards from the urban landscape, so there are still six months left for the period to be met; nevertheless, Just as brands still have a presence on primary roads and open public spaces, the messages from the Government that promoted this measure have also been disseminated in the censored media.
An example of this was AMLO’s “Revocation of Mandate” campaign, which, although it was criticized for alleged electoral violations by the citizen consultation, also showed how the advantages of the deadline imposed for CDMX were used to promote the presidential image. .
🛑 EXTRA EXTRA 🛑 INE Complaints Commission denies suspending billboards in favor of AMLO, but counselors show their concern about the origin of the “million-dollar campaign” that has been deployed with the colors and symbols of Morena. It is up to Fisca and TEPFJ to rule on the matter pic.twitter.com/vDFUYjPyN8
— Aurora Zepeda (@AuroraZepedaR) March 10, 2022
In this case, the appeals did not stop and everything was left in digital discussion, while -on the same axis- when the mayor of Cuauhtémoc, Sandra Cuevas, breached the same regulations on the occasion of her first government report, with a mega-spectacular in Tlatelolco, authorities they argued the new Law and completed their withdrawal the same day.
A little over a month ago, several city halls were covered with posters of the mayors in relation to their government reports, one of the most controversial was the mayor Sandra Cuevas for her spectacular in Tlatelolco. pic.twitter.com/NCGrNPifKz
— Gerardo Farell 🥑 (@G__Farell) December 1, 2022
Despite such a contradiction, authorities are already working to enforce the legal requirement in 2023, since only in the first six months since the approval of the Law the withdrawal of at least 20 percent of the billboards installed had to be completed, while in the next three months -between January and March next- it will be another 40 percent, and for the last quarter -from April to June – the remaining 40 percent.
And it is that NGOs such as the Fundación por el Rescate y Recuperación del Paisaje Urbano calculate that in the Capital of Mexico there are about 8,000 spectacular rooftops (half irregular) and that at least 20 structures should be removed daily to comply with the deadlines.
What does the new CDMX Outdoor Advertising Law say?
- The capital’s Congress will have an opinion to determine the advertising brokers in the City.
- It will seek to create a “Registry of Advertisers” before the Secretary of Urban Development (Seduvi) and only registered people will be able to process licenses, authorizations, PATR and permits.
- To be part of this registry, authorities will accredit the interest of the applicants and will guarantee the personality of the person promoting the permit, as well as their legal address.
- Advertising with content that violates the dignity of people, violates human rights, disseminates sexist messages with misogynistic language or incites any kind of violence is prohibited.
This costs CDMX to remove each spectacular rooftop
Facing 2023 and having passed half a period of time, CDMX has asked companies to voluntarily remove their billboards and rooftop advertisements before June.
This given that each of these structures costs the Government up to 150 thousand pesos, according to figures from the owner of Seduvi, Carlos Alberto Ulloa.
With the official cut, as of December 2, 136 rooftop advertisements had already been voluntarily withdrawn and there are still about 1,200 pending.
However, the CDMX hopes that the collaboration of the industry will arrive at the beginning of the year, since, if it does not, part of the public budget would go to contracting cranes, personnel and insurance.
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