Dublin City Council proposes to halve the number of large advertising hoardings in the city under new plans to regulate outdoor advertising.
The council is in the process of negotiating the contract for control of all future public space advertising with one of the world's largest outdoor advertising companies, JC Decaux.
In return the company will provide a number of facilities, which the council calls "public realm enhancements", including the long-awaited citywide public bike rental scheme, in a contract that could be worth €90 million to the council.
Under the contract, JC Decaux will have a licence to advertise in various locations around the city, principally using a free-standing "six-sheet" format, similar in size to bus shelter advertising.
Large 48-sheet billboards will not be used in future advertising under the contract, and the council is negotiating to reduce the number of JC Decaux's current 18sq m hoardings by 50 per cent before the new advertising is erected.
The council hopes to eventually eliminate the 48-sheet format. While other advertising companies have large billboards on private properties which do not come under the council's jurisdiction, the council hopes that the newer advertising formats will make billboard advertising obsolete and that An Bord Pleanála will look less favourably on granting planning permission for these hoardings.
"The redevelopment of different parts of the city means that, over a period of time, the 48-sheets will disappear. They're not a suitable type of advertising for the city and they're not even very effective," council executive manager Ciaran McNamara said.
One of the principal benefits to the city of the new contract will be the provision of a bicycle rental scheme
While the terms of the contract are still under discussion, and it is unclear whether the rental deposit will be refundable, JC Decaux is to provide an initial minimum of 500 bikes and 25 city-wide bike stations under the scheme.
The company will supply install and operate the scheme on behalf of the council. Users will be able to collect a bicycle from one of the stations, cycle it around the city for a limited period before depositing it at any of the number of designated sites. The bicycles will have solid puncture-proof tyres and be "virtually vandal-proof", the contractor said.
Automatic public toilets, for both able-bodied and disabled users, heritage trail plaques, public signposts and free-standing maps will also be provided by the contractor.
The council hopes the new advertising scheme, including all public facilities, will be in place within the next 12-18 months.
