Industry divided over fly-posters

Media and creative directors are split over the issue of illegal fly-posted advertising, according to research.

Last week, Royal & SunAlliance (RSA) came under fire from Westminster City Council after the insurer stuck fly-posters for its “where’s Lucky” ad campaign across central London (MW last week).

Media bosses condemn fly-posting, which costs each London council about £100,000 a year to clean up.

But advertisers and creative directors openly and actively support fly-posting.

The findings are part of a study by outdoor specialist Concord, which polled the UK’s top 100 creative and media directors.

Although illegal – with advertisers facing hefty fines from local authorities – the practice attracts ads from top-spending advertisers including Nike, Nintendo and The Guardian.

The study found that while 80 per cent of media directors condemn the activity, 77 per cent of creative directors actively support it.

The Union’s joint creative director Simon Scott says: “We thoroughly approve of fly-posting in all its forms. It’s not appropriate for every client, but it is a very vigorous and immediate medium.”

While media directors slam fly-posting, nearly half said they would bow to client pressure and use it.

A spokesman for Lambeth council says: “The fact the industry thinks it is okay to break the law is disquieting.”

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