IRELAND’S largest advertising agency has advised its clients not to advertise on JC Decaux’s controversial street billboards. The 72 panels are part of a “bikes-for-billboards” scheme with Dublin city council to offer the public free bicycle use. But they have been criticised by councillors, TDs, business groups, the National Council for the Blind and An Taisce, the planning watchdog.

Stuart Fogarty, of AFA O’Meara, said a public backlash against the free-standing panels on Dublin’s streets could damage the credibility of companies that use them.

“If there is a [public] backlash, then those who advertise on the panels will be associated with it. They are all in prime locations, with huge visibility . . . but I have advised my clients to tread cautiously,” he said.

Fogarty said his agency had declined a request to endorse the billboards by appearing in advertisements. “The likelihood is that people will blame the advertisers for cluttering up their streets,” he said.

From next month JC Decaux will be free to sell advertising space. The council will retain the use of 38 “faces” for public information campaigns.

Fogarty, a former president of the Institute of Advertising Practitioners in Ireland, estimates that the adverts are worth ¤100m to JC Decaux over the duration of the 15-year contract. “That’s a huge price to pay for 450 bicycles,” he said. He described the roll-out of the scheme as “a PR disaster”. “Why did they put up the ads a year before the bikes are due to arrive? It creates the impression that JC Decaux is getting something for nothing,” he said.

Taken for a ride?

Focus, page 12

Times Recommends

• Riots as Zimbabwe turns off water supply
• Tourists told to stay away amid Venice floods
• Protest is no picnic for Carrefour customers