Billboard advertising is one of the easiest and most effective ways to reach countless people in a desired city or community. Massive visibility and exposure are certain, but one aspect often not considered is the restrictions on billboard advertising.

Understanding Billboard Rules

Whether you’re running a commercial, nonprofit, or political campaign, it’s essential to understand billboard artwork restrictions so you can save yourself time, money, and a legal headache before it’s too late.

Required Legal Disclosures

The first step in billboard advertising is knowing what type of ad you are running. Certain types of billboard advertisements, especially political, financial, and medical-related messaging, must include specific disclosures:

• Political Ads: Most states require a “Paid for by [Organization or Individual Name]” disclaimer. This is similar to political TV commercials and the disclaimer they often provide with political messaging. Some areas may also mandate additional details on transparency, and many also require a form of contact to be listed on the ad, such as email, website, or phone number.
• Financial Services: Billboards promoting loans, mortgages, or credit services often need to include disclaimers about terms and conditions and APR rates.
• Medical & Legal Services: Claims about treatments, procedures, or legal assistance may need to be paired with disclaimers about FDA approvals, risks, and credentials.

Following these guidelines will ensure your billboard stays up for the entire duration of your campaign. Not following artwork restrictions may result in your ad being taken down, of even a potential fine. 

Readability Standards

Billboards are designed to be viewed from a distance and at high speeds, meaning readability is crucial for effectiveness. Poorly designed billboards can lead to wasted ad spending and even legal issues if they create distractions or visibility hazards for drivers. 

It’s best to keep in mind:

• Larger text is usually better. Bigger text for far-away distances on highways ensures drivers are instantly capturing your message, and smaller text for close-range viewing makes it perfect for ground-level ads.
• Avoiding thin, decorative, or script fonts is key to easy legibility. Use bold, sans serif fonts that are designed to be easily readable and clean.
• Ensure your message is concise and to the point. Limiting your text to less than 10 words will keep your message short and allow it to leave an impact.

Prohibited Content on Billboards

Creativity is limitless, but unfortunately, not everything can go on a billboard. Many states and areas have content restrictions in order to protect the interest of the public. 

Three content sectors have the most restrictions, so ensure you are aware of them in order to avoid any issues.

• Adult Content & Tobacco Advertising: Most cities ban billboards promoting adult entertainment or tobacco products, especially near schools. During the design process, particularly for adult content, the visuals must be presented tastefully.
• Offensive or Explicit Imagery: This includes offensive language, hate speech, and any sort of nudity. These are strictly regulated factors of billboard ads and can result in fines if disregarded.
• False or Misleading Advertising: There are various consumer protection laws prohibiting deceptive messages. Ads must meet truth-in-advertising standards, so ensure your messaging is true.

Final Notes

Billboards are a powerful advertising tool, but navigating local regulations is crucial to ensuring your campaign’s success. Understanding content restrictions can save businesses time, money, and legal trouble.

Read up on the good book on local advertising law, and you’ll be in the clear to advertise to all your heart’s desires.