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Czech Republic:
Advertising Is The Only Purpose Of Billboards
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A billboard renting company applied for prolongement of its
right to place billboards in immediate proximity of one of the main
roads in Prague. When the local planning authority denied the
application on grouds of the billboard being placed over so called
isolation vegetation”, which should protect the surrounding
areas from dust and noise of the road, the company tried to
challenge this decision in court. However interesting and amusing
the company’s arguments were, they should have been regarded as
obstructive and legally inadmissible from the very beginning of the
proceedings. One of the arguments was that the billboard can
protect a part of the surroundings from dust, noise and direct
light, as well as protect the soil in its shadow from drought,
therefore it has the same qualities as the vegetation.
Surprisingly, the dispute proceeded before the Supreme
Administrative Court, which ruled in favour of the construction
office. The Court made clear that the only purpose of a billboard
is to provide information and convince the public as a mean of
commercial communication and it cannot substitute the green areas
in reaching their purpose. At the end of its decision, the Court
almost ironicaly added that according to the company’s
arguments, the bigger the building the better for the enviroment,
as it gives a larger shadow.
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