Ugly billboards must be removed

ADVERTISING hoardings at the entrance to rural French towns are being removed this week as a 2010 law on ugly billboards finally comes into force.

Limiting outdoor advertising was a central part of the Grenelle environmental agreement passed five years ago - and this Monday marked the deadline when local authorities are required to take action.

Hypermarkets and other businesses that have illegally built ad signs on roadsides must pull them down.

Advertisers who do not obey the rules face a fine of €7,500 and up to €150 for each day that the illegal advertising board is still up.

Until now, French law has banned advertising at the entrance to towns with fewer than 10,000 residents, but local authorities had the power to grant exceptions, and this measure was widely used.

The association Paysages de France has been leading the campaign to tidy up roadsides and put a stop to visual pollution.

The new law allows limited advertising, but only to publicise cultural activities, historical monuments or local produce.

Grenoble has run its own initiative to remove 326 billboards and replaced them with trees. It has also resolved to not sign any new deals with outdoor advertising firms and to let existing ones expire when they come up for renewal.

Lucille Lheureux, the city councillor in charge of public spaces and nature said: "This is just a first step. The law only applies to small towns and only limits advertising on the edge of town."