Hamburg, December 23 – Hamburg is poised for a significant transformation in its public advertising landscape. The ruling coalition of the Social Democratic Party (SPD) and the Green Party is pushing for a comprehensive overhaul of advertising contracts in public spaces, with a strong emphasis on sustainability and improved urban infrastructure. This initiative comes as existing agreements with major advertising firms are set to expire at the end of next year.
New Era for Public Advertising in Hamburg
For 18 years, the regulation of public advertising in Hamburg has remained largely unchanged. Currently, approximately 2,300 bus stops and over 3,000 advertising spaces across the city feature illuminated and often blinking advertisements. The impending expiration of contracts at the end of 2026 provides a crucial opportunity for a fresh approach.
‘Hamburg Werbefrei’ Initiative Falls Short
The push for change has been partly fueled by the ‘Hamburg Werbefrei’ (Hamburg Advertising-Free) initiative, which aimed to drastically reduce advertising on public land. The initiative successfully collected over 50,000 signatures by mid-May, demonstrating significant public interest. However, this figure fell short of the required threshold for a binding referendum, preventing the initiative from directly influencing policy through a public vote. Despite this, the initiative has announced a “legal follow-up,” indicating their continued commitment to the cause.
SPD and Greens Outline New Vision
Responding to the broader public sentiment and the need for modernization, the SPD and Green parliamentary groups are now taking the lead in refining the city’s outdoor advertising rights. Ole Thorben Buschhüter (SPD) emphasized the dual role of advertising in a metropolis: it contributes to the urban aesthetic while also generating vital revenue for the city. The new contracts, effective from 2027, will introduce stringent requirements for advertising companies.
Key Requirements for New Contracts:
- 600 New Bus Stop Shelters: Advertising firms will be mandated to construct 600 new shelters at bus stops across the city.
- Green Roofs: These new shelters will feature green roofs, contributing to urban biodiversity and climate resilience.
- Photovoltaic Systems: Each new shelter will be equipped with photovoltaic panels to generate electricity, reducing energy consumption and promoting sustainability.
- Age-Appropriate Seating: A greater number of age-appropriate seating options will be required at bus stops, enhancing comfort and accessibility for all residents.
These measures aim to integrate public advertising more harmoniously with urban planning and environmental goals, transforming functional spaces into more eco-friendly and user-friendly areas.
Light Pollution Concerns and Future Decisions
The discussion around public advertising has also brought the issue of light pollution to the forefront. The CDU parliamentary group in the Hamburg Parliament has called for a comprehensive light protection concept for the entire city, building on efforts already underway in the Altona district to reduce light emissions.
The Hamburg Parliament is expected to make a decision on these new regulations in January. The outcome will shape the visual and environmental landscape of Hamburg for years to come, balancing commercial interests with ecological responsibility and citizen well-being.
Source: https://www.ndr.de/nachrichten/hamburg/stadtwerbung-firmen-sollen-bushaltestellen-besser-ausstatten,stadtwerbung-100.html
