Difficulties and Countermeasures in the Supervision of Outdoor LED Large Screens

Outdoor large screen visual pollution manifestation

LED outdoor display screens are widely used in public places and traffic routes with a lot of traffic, attracting the attention of the viewers in an intuitive, vivid and vivid advertisement form, and the audience is wider, which is more mandatory than traditional media. In addition to outdoor advertising, it can also publish information to enrich people's cultural and entertainment life, and is affirmed and loved by the masses. However, because the advertisement content of some display screens is not subject to relevant laws and regulations, many advertisements with unhealthy contents or false information are rampant, which seriously affects the image of LED outdoor display.

In order to achieve higher advertising effects, illegal advertisers often use the public platform of outdoor display to publicize the characteristics of their products, and even use some explicit and indecent videos to lure them; some vendors will not choose when advertising. The release of various filthy and false advertisements in time, place and occasions has caused adverse social effects. There are also many cases showing pornographic videos watched by background workers on the LED outdoor screen, which directly pollutes the viewers' vision.

Difficulties in supervision

Although the visual pollution of outdoor large screens has attracted the attention of relevant parts, it is actively eliminating or mitigating such hazards. However, from the perspective of supervision, there are many problems in the supervision of the content of outdoor LED displays.

The first is the existence of blind spots in regulation. The industry and commerce department only manages the advertisement content published by the advertisement operator or the large device set by the publisher, and the content published on the electronic display set by the operator is not supervised. At present, there are many small LED display advertisements that do not apply for the Outdoor Advertising Registration Certificate. In addition, the content of various LED outdoor displays in addition to advertising is currently in an unsupervised state, basically what the manager wants to broadcast and what to broadcast.

Second, there are difficulties in regulation. The LED screen can conveniently release or adjust the advertising content at any time, and the screen constantly scrolls when the advertisement is played, which brings difficulty to the law enforcement inspection, especially when it is found that the illegal advertisement is difficult to obtain evidence. Even if the advertisements are violated by law, the parties can quickly delete them, which naturally brings certain difficulties to law enforcement and evidence collection.

Again, supervising the bulls is also a problem. Due to the special shape of the LED outdoor display media and the geographical location, the regulatory departments include the Radio and Television Bureau, the industrial and commercial administration department, and the municipal city management, transportation, quality supervision and other departments. However, the relevant management norms and standards issued by various departments are not uniform, and it is difficult for enterprises to form practical and binding forces.

Regulatory countermeasures

LED outdoor display advertising management involves a wide range and a large scope. Therefore, the regulatory aspects need to clarify their responsibilities and strengthen their attention. For outdoor-mounted LED displays, regardless of the size, the administrative licenses are obtained in accordance with the relevant requirements of the “Regulations on Outdoor Advertising Registration Management”; for the characteristics of LED screens different from traditional outdoor advertising, the industrial and commercial departments should actively explore scientific supervision methods and strengthen administrative guidance. The departments of urban management, news, construction, planning, etc. actively communicated and coordinated, established a working mechanism of close coordination and joint management; adopted a combination of leadership supervision, mass supervision and public opinion supervision, implemented effective supervision, and gradually established standardized, three-dimensional, A new model of LED display advertising supervision.