URA takes balanced approach on outdoor ad signs in city

Source : Sunday Times – 20 Sep 2009

We refer to the letters, ‘Don’t turn Orchard Road into a Times Square’ by Ms Nirosha Pillai, and ‘Ads in residential area flout rules’ by Mr Lucas Png (Sept 13).

URA agrees with Ms Pillai that there is no need for Orchard Road to be transformed into another Times Square. While we study overseas examples of how well-coordinated advertisement signs can create distinctive images for places, we are mindful that no two cities are identical.

Indeed, what sets Orchard Road apart from other popular shopping streets around the world is its wide and lush tree-lined boulevard that provides a memorable experience in a tropical setting. We assure Ms Pillai that there are no plans to reduce the number of trees in the area to create more visible advertising space.

URA takes a balanced approach in guiding the placement of advertisement signs in our city. Our guidelines are designed to meet the needs of businesses for suitable advertising space, while maintaining the overall quality and attractiveness of our environment.

We allow advertisement signs that enhance and complement the distinctive characters of different districts. For example, advertisement signs are channelled to areas where we want to encourage more buzz and streetlife, such as the entertainment and shopping districts at Bras Basah-Bugis and Orchard Road.

In business and financial districts, such as the stretch along Shenton Way, signs are generally not allowed as they are not compatible with the character of the area. Cities such as London and New York have similar practices. Guidelines are also in place to ensure that advertisement signs are well designed and neatly mounted so that they do not mar the streetscape.

All outdoor signs require a licence from the Building and Construction Authority (BCA), unless they fall within the Outdoor Advertisement Exemption List, before they can be displayed. The two cases mentioned in Mr Png’s letter are unlicensed and BCA has since contacted the parties to rectify the matter.

We encourage advertisers and businesses to familiarise themselves with the guidelines before displaying any advertisement signs. The detailed guidelines are published at www.ura.gov.sg/circulars/text/GuidelinesForOutdoorSigns.htm We thank Ms Pillai and Mr Png for their feedback and suggestions.

Fun Siew Leng (Ms)
Group Director, Urban Planning and Design
Urban Redevelopment Authority