Under the new framework, large billboards and advertising mesh coverings will be banned, while the number of advertising columns will be reduced to one-fifth by the end of the year.

The proposal, submitted by Budapest Mayor Gergely Karácsony, passed on Friday by 19 votes in favour and four against.

Major change to advertising rules

The new regulation sets out the areas where advertisements and advertising structures will no longer be allowed. In general, ads in public spaces, or on private property visible from public spaces, will only be permitted on citylight displays built into public transport shelters, traditional rooftop line signs, and advertising columns in certain historic inner-city boulevards.

According to the adopted proposal, the new rules are intended to bring about a radical reduction in visual advertising pollution while protecting Budapest’s cityscape.

Official government records show that Budapest currently has 15,688 outdoor advertising structures visible from public spaces. These include 8,393 billboards, 955 advertising columns, and more than 200 advertising mesh coverings.

More powers for local authorities

The proposal says that legislation adopted by Parliament earlier this week gives local governments broad powers to designate areas where advertisements and advertising structures may not be installed.

Municipalities may also ban specific types of advertising structures depending on local conditions.

Under the law’s transitional provisions, all advertising structures affected by the new restrictions must be removed by 31 December.

As a result, large billboards and similarly sized structures will be banned throughout Budapest. Advertising columns will only remain in selected historic locations, including the Pest section of the Grand Boulevard, the Small Boulevard, and stretches of Bajcsy-Zsilinszky Road, Andrássy Avenue, Rákóczi Road and Üllői Road between the boulevards.

Advertising mesh coverings will also be prohibited citywide. In addition, advertisements attached to buildings, walls, fences, kiosks or other structures that are not classified as buildings will generally no longer be allowed.

An exception will be made for traditional rooftop neon signs, in keeping with Budapest’s architectural heritage.

The regulation also bans advertisements on firewalls, telephone exchange buildings and emergency telephones, citing their negative effect on the cityscape. The new rules will enter into force on 1 October.

Public transport ads

The General Assembly has instructed Mayor Karácsony to ask the Budapest Transport Centre, BKK, to assess how many additional passenger shelters could be installed beyond the previously proposed 400 shelters under the revised advertising rules.

According to the adopted proposal, the overhaul of outdoor advertising is expected to significantly increase the market value of advertising space operated by Budapest’s public transport company, BKV, which would make a new strategy for commercialising these assets necessary.

The proposal also aims to reduce visual pollution on public transport by removing adhesive advertisements from BKV vehicle windows, as well as ads placed between escalators and on station floors and walls.

However, the removal of small advertisements displayed inside vehicles is not considered necessary.

Political dispute

During the debate, Karácsony called the decision a “historic moment”, arguing that the city was finally putting urban design considerations at the centre of advertising regulation.

He said there was no public interest in filling public spaces with advertisements and argued that only advertising columns that fit Budapest’s historic cityscape should remain.

“It is completely absurd that during political campaigns we have to walk through forests of posters,” he said.

Industry concerns

Tamás Frigyes Bauer, representing the Hungarian Advertising Association, urged councillors to reject the proposal. He said it had been submitted without professional consultation or an impact assessment and would damage an industry worth tens of billions of forints.

He warned that the new rules could leave many businesses in an impossible position, threaten jobs and livelihoods, and deprive Budapest of about HUF 1 billion in annual revenue.

As an example, Bauer noted that Budapest currently has 15,688 advertising spaces, while Vienna has around 22,000. Rather than eliminating advertising structures, he said, Vienna regulates them, and the association would support a similar approach.

Divided reactions

Fidesz-KDNP councillors said they agreed with the advertising association that the regulation should have been preceded by an impact assessment and public consultation.

Bence György argued that without those steps the measure would be unlawful and would endanger businesses and jobs.

By contrast, representatives of the Democratic Coalition, the Podmaniczky Movement, Párbeszéd–Greens and the Tisza Party said advertisers had contributed to years of visual pollution and the spread of hateful public messaging without meaningful self-regulation.

Sándor Szaniszló of DK said Budapest’s streets had been dominated by war propaganda and smear campaigns. Judit Barna of the Tisza Party said political billboards had caused psychological harm, especially to children, by creating fear and anxiety, while also enriching companies linked to the former governing elite.

Richárd Barabás of Párbeszéd–Greens said excessive advertising promoted a form of unchecked capitalism that was “consuming the planet.” József Gál of the Podmaniczky Movement said Budapest’s streets had come to resemble the pages of a supermarket leaflet.

MTI Stock Photo

Source: MTI – Hungary’s national news agency since 1881.

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