ISBA highlights flyposting dangers after council action

LONDON – Advertising body ISBA is warning ad and marketing companies of the implications of flyposting following legal action taken by London councils against record companies.

Recent developments include the use of antisocial behaviour orders, which put the advertisers at serious risk of prosecution if they are broken.

The courts can impose financial penalties of £75 to £2,000 on offenders but MPs are lobbying for these to be increased.

Bob Wootton, director of media and advertising at ISBA, said: "In the past, many in the industry have quietly condoned flyposting, usually as an 'edgy' way of reaching urban youth audiences. However, the authorities now have the instruments to enable them to strike at its heart, and rapidly."

The advertising body also highlighted local crackdowns by Westminster and Camden councils and advised members against flyposting in those areas.

Camden is seeking antisocial behaviour orders against executives at flyposting company Diabolical Liberties following complaints from residents and businesses. If the orders are broken, the offenders can face a penalty of up to five years' imprisonment.

Camden threatened similar moves against record companies BMG and Sony earlier this year. The council said Sony saved £3m on traditional advertising by using flyposters, while BMG saved as much as £5.6m just from flyposting operations in Camden, leaving the council to pick up the estimated £250,000 cost for cleaning up.

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