Kiosk ads ‘not a safety risk’

The feature about ads in BT phone boxes (MW February 1) contained some points that I would like to take issue with. But first, I would stress that the central issue that neither you or our critics have addressed: advertising on kiosks is one of a number of strategies that BT must adopt to ensure the survival of payphone services throughout the UK. Take away opportunities such as advertising, and BT would have to start removing payphones. With 15 per cent of 999 calls still made from BT payphones, this is a last resort BT would not like to become a reality.

It was said that BT is installing kiosks to use as ad hoardings. BT has not and will not install kiosks to use solely as ad hoardings. And, contrary to your report, the Civic Trust acknowledges this to be the case. From this month, no ads will be placed on kiosks without consultation with local authorities.

The ads do not prevent people inside kiosks from seeing out. The ads are only posted on one side of a phone box, allowing a clear view from the remaining two open sides. Where kiosks are sited next to each other, ads will not be displayed on consecutive sides. Also, the ads are made from a high-quality, semi-transparent material, allowing a fair view in and an uninterrupted view out.

BT recognises that the ads may have an impact on closed circuit television schemes. Where this is the case, BT will liaise with individual local authorities and police forces. This will be included in the code of practice being developed with planning specialist, Susan Hughes.

Local authorities have powers that require BT to remove ads where there are safety concerns. To date, no such action has been taken despite the posting of 34,000 panels over a period of ten months in 650 towns and cities in England and Wales.

Another point made was that ads are unsightly. According to independent NOP research, 78 per cent of people think kiosks look brighter with advertising, while 77 per cent of payphone customers and 75 per cent of non-users think this type of advertising is appropriate.

Ads on kiosks are not new; they first appeared at the beginning of the 20th century.

Malcolm Newing

Director of BT Payphones