In order to get through the winter, the federal government has issued energy saving guidelines. Luminous advertising is only permitted late in the evening in exceptional cases. The advertising industry demands improvements.
The German advertising industry sees itself in danger because of the new nationwide energy saving guidelines. The measures that have been decided on threaten the core of the out-of-home media industry, explained Kai-Marcus Thäsler, Managing Director of the Association for Outdoor Advertising (FAW).
Out of home media means outdoor advertising such as posters or illuminated billboards in public spaces.
The ordinance that has been in effect since Thursday stipulates that illuminated advertising must be switched off between 10 p.m. and 4 p.m. – unless the light is required to avert danger or to ensure traffic safety, for example at railway underpasses.
Industry sees sticking point
According to the Central Association of the German Advertising Industry (ZAW), the industry is ready to make its contribution to the necessary energy savings. But the umbrella organization sees a sticking point: the light has to be switched off for too long. Before the cabinet decision, the association had agreed to switching off neon signs and billboards between 10 p.m. in the evening and 6 a.m. in the morning, according to the ZAW. The extension into the afternoon came as a complete surprise to those affected.
From the point of view of the association, the plus of ten hours is a “special sacrifice” with only a small potential for savings. The umbrella organization particularly criticizes the omission of the morning time between 6 a.m. and 9 a.m., which is relevant for advertising. The business psychologist Florian Becker also sees problems for companies that rely on walk-in customers with the specifications. There was a risk of sales losses, he tells the dpa.
“Neon signs that don’t light up at night don’t attract attention,” said the expert from the Technical University of Rosenheim. It must be considered where it makes sense to turn off the light. For example, at night without a neon sign at a gas station, you wouldn’t even notice that there was a gas station.
The federal government wants to save energy with the new requirements because of the dependence on Russian gas. “Every kilowatt hour saved helps a little bit out of the dependency on Russian gas supplies,” says the regulation.
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Source: Stern
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
