Urban Spam Or Branded Utility? Advertising In Trafalgar Square

Trafalgar Square is to get its first billboard since it opened in 1726. It’s part of an attempt by St Martin-in-the-Fields church in the North East corner of the square to raise £36m for restoration (see artists rendition to the right). The Guardian says:

Advertisers are currently being informed of the opportunity, to be sold by Ocean Outdoor, and the 9m x 9m site could be worth several million pounds – although there are severe restrictions on the type of brand and advertising that will be accepted.

St Martin-in-the-Fields is excluding alcohol unless promoting responsible drinking, tobacco, junk food and gambling companies. Ads featuring violence, sexual activity, "nudity or near nudity" or "religious activity incompatible with St Martin’s" are also banned. The licence to run ads is for one year commencing from January 2007, with the restoration set to be completed by December next year.

The question is: should we consider this new encroachment by advertisers into our historic space as urban spam – or should we see brands that advertise on this space as providing a service?

Advertising arrives in Trafalgar Square | Advertising | MediaGuardian.co.uk

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