Advertising returns to Victorian Taxis

From 9 September 2013, Victorian taxis can carry advertising on, and in, their taxis.

In announcing the lifting of a ban of nearly two decades, Taxi Services Commission Chief Commissioner, Graeme Samuel, said, “Operators can now choose to earn significant revenue by carrying advertising on, and in, their taxis.

“External advertising on taxis is common around Australia. With this change we are bringing Victoria into line with most other Australian states.

“The units must be designed and fitted so as not to compromise passenger or public safety. They must be certified by an appropriately licenced engineer, and compliant with the advertising standards – in this case, the Association of National Advertisers’ Code of Ethics.”

The last time Victorians saw ads on taxis, the products they were advertising would have included mobile phones the size of house bricks, pagers and the venerable Sony Discman.

Since then, technology has moved on and new options are available for in-car entertainment. Taxi operators can apply to fit Visual Display Units (VDUs) viewable by passengers in the rear seat (and equipped with on/off switches). Units will need to be compliant with all road rules relevant to driver distraction and safety.

Many cities in Europe and the United States allow these units, and some companies have developed ‘taxi media’ channels that combine ads, current affairs and news feeds to keep passengers entertained.

“It’s part of trying to unfreeze the industry and give owners and operators more business options,” Mr Samuel said. “Advertising is not mandatory – operators can choose to have it or not. There may be those who decide their customers would prefer comfortable silence and make their service a point of differentiation. It really is up to the operators themselves.”

All taxis – of all types and in all Victorian locations – will be able to fit external display units provided the units comply with the Australian Design Rules (ADRs) for vehicles.

“There are three areas on taxis where advertising material can be placed on the exterior of the vehicle,” said Mr Samuel. “On the boot and roof and on the rear window if the material is similar to laminated mesh-screening that we see on trams and trains.”

Hire cars will also be able to carry advertising provided they comply with the appropriate standards.

For more information contact:
Jamie Collins, Assistant Manager Communications
0419 348 467

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