Billboard Creative Restrictions

When you're ready to launch a billboard campaign, it's easy to focus solely on the design and the "wow" factor. However, billboard advertising is subject to various rules that can affect what you are allowed to display. These restrictions are generally in place for safety, legal compliance, or to protect the interests of the property owners.

Common Creative Restrictions

While every location is unique, most billboard restrictions fall into three main categories:

Regulated Industries

Certain products are heavily regulated by federal or local laws. The most common restrictions apply to tobacco and alcohol. In many jurisdictions, tobacco advertising is banned entirely from outdoor displays, while alcohol ads may be restricted based on their proximity to schools or places of worship.

Property Owner Right of Refusal

The owner of the physical building or land where the billboard sits often has the final say. For example, a hotel may refuse to run an ad for a competing hotel chain nearby, or a religious organization that owns the land may block content they deem inappropriate for their values.

Safety and Distraction

Because billboards are viewed by drivers, they cannot be intentionally distracting. This includes:

• Using overly bright or flashing lights (on digital boards)
• Colors or shapes that mimic traffic signs or emergency signals
• Content that is considered obscene or offensive to the general public

Why Do These Restrictions Exist?

Billboard restrictions exist for several important reasons:

• Legal and Governmental: Public health and safety compliance
• Competitive: Protecting the business interests of the property owner
• Community Standards: Maintaining the aesthetic and social reputation of a neighborhood

Navigating the Approval Process

Before your creative goes live, it typically goes through an approval workflow:

1. Draft Submission: You submit your artwork to the billboard operator
2. Compliance Check: The operator reviews the content against local ordinances and their own internal policies
3. Owner Approval: If the site has property owner restrictions, they review and approve the content
4. Final Approval: Once all parties have approved, your creative is scheduled for display

Related Resources

Cannabis Billboards in the United States: Where They're Allowed and Key Do's and Don'ts

Billboard Advertising Restrictions in the U.S.

Beginners Guide to Outdoor Advertising