Advertising plan for York taxi cabs (From York Press)

Advertising plan for York taxi cabs

7:49am Monday 11th February 2013 in News By Mark Stead, Political Reporter

YORK’S taxi drivers could be allowed to fit screens showing advertising in their cars at the same time as being blocked from showing stickers in their rear windows.

Advertising issues surrounding hackney carriage and private hire vehicles will be discussed by City of York Council today, with officials saying changes to the rule should be made.

They have recommended allowing digital media advertising inside taxis from April, using flat screens behind the front seat head rests so they can be seen by back-seat passengers.

However, they said confusion over current regulations meant banning rear-window stickers may be necessary to avoid safety risks caused by poor visibility.

Decisions on both issues will be taken by the council’s gambling, licensing and regulatory committee.

A report by licensing manager Lesley Cooke said the digital advertising issue was in response to a request from the taxi trade.

“This form of digital media technology allows for a number of advertisements to be recorded on to a USB [a data storage device], which is then put into the vehicle or updated via 3G internet,” it said.

“Advertisements have a soundtrack, and officers believe passengers as well as drivers should be able to adjust or mute the sound if required.”

Ms Cooke’s report said York taxi drivers should be able to use the technology if it complies with the council’s existing rules on taxi advertising.

If approved, taxi firms and drivers would have to ensure screens were not “visually intrusive or dazzling” and did not block the passenger’s view of the meter, and the only “live” footage which could be shown would be news and weather.

In a separate report, Ms Cooke said the council currently allowed one rear-window sticker providing it did not obscure visibility, with no other advertising permitted anywhere on the car.

It said this regulation was vague and could lead to an inconsistent approach, with some drivers having asked permission to use adverts covering the entire window.

Officers have proposed a rule change which would either prevent any window advertising on taxis, or an alteration allowing one sticker but with strict rules on its size and where it can be placed.