Keep the Sidewalks Ad-Free

The New York Times ^ | 10/23/2002 | Editorial board

[GeneD]

f you were out enjoying the city last weekend, you might have stumbled, quite literally, across a new low in advertising. Big corporations like Nike and ABC were promoting themselves by pasting large plastic posters, known as street decals, on the sidewalks. This renegade marketing is offensive and illegal, and Nike wisely decided yesterday to remove its decals.

There is a long tradition of graffiti artists, "guerrilla marketers" and fringe political groups painting, stenciling or otherwise inscribing their messages on the streets and sidewalks. This sort of defacement has always been illegal, but in the case of fly-by-night offenders it has been difficult to prevent. Now, however, corporations that are eager to break through the clutter of traditional advertising are turning to these guerrilla tactics to promote mainstream brands, like the Nike athletic wear and, in the case of ABC, the ABC family network's "13 Nights of Halloween."

Nike initially called these garish, oversized plastic mats, which measure about three feet square, "a creative way to connect with our consumers." But the city had another way of describing them: an illegal defacement of the sidewalks. In fact, section 19-138 of the city's Administrative Code prohibits "defac[ing] any street by painting, printing, or writing thereon, or attaching thereto, in any manner, any advertisement or other printed matter."

Sidewalk ads are not merely a visual blight; they could also be dangerous. Plastic or paper advertisements may well be more slippery than sidewalk pavement when wet, and could trip pedestrians up if they tear, or if the adhesive holding them in place gives out.

Nike now says it has no plans to use sidewalk posters in the future. (ABCfamily has declined to say what it will do.) Out of respect for the urban environment and the law, companies should not try to turn the city's sidewalks into free, horizontal billboards to promote their products.

[Paul Atreides]

Graffiti, sidewalk painters, bums urinating on the sidewalks, etc. are one thing, but just let a capitalist put down an ad.....!

[Huck]

Out of respect for the urban environment and the law, companies should not try to turn the city's sidewalks into free, horizontal billboards to promote their products.

I agree that they should not be free. The city should charge for it. And they should slap heavy fines on those who don't pay the fee. How much is a piece of NY sidewalk worth to NIKE?

[Paul Atreides]

I'm sure the junior senator will find a way for it to benefit her, and her desires.

[Glutton]

G.W. Bush said, "There is a limit to freedom" during his campaign for the presidency.

In that spirit I say there is a limit to where and how advertizing is done. I simply do not view every conscious moment I have coming to me as an oppertunity to have a logo dangled under my snout.

I am also a bicyclist who doesn't want to slip and fall because the pavement surface is comprimised, or have a distracted motorist not see me because of advertizing distraction competes for his or her attention out there.

I forsee a time these idiots are doing desert giant style ads on the Moon's surface to sell to a hostage Earth who cannot avoid seeing them. They are too aggressive and shameless. And spoiling for a boycott, or other actions by disgruntled consumers.

[Paul Atreides]

I know. I was just having a laugh at what the NYT finds to get worked up over.