Last week, the California state Assembly passed a measure to allow illuminated digital ads that scroll every three seconds on the sides of Santa Monica transit buses. If passed by Governor Jerry Brown, this measure will allow Santa Monica's Big Blue Bus system to operate a limited pilot program.
The new measure would put scrolling digital ads on the sides of 30 of Santa Monica's buses for a trial period of five years.
The city says the ads could earn significantly more revenue for Santa Monica's public transit system at a time when funding for public services is tight. The estimated $8 million the ads would generate annually could potentially keep bus fares down.
Santa Monica would not be the first with digital ads on wheels – New York and Chicago are among other cities implementing similar programs – but so far, there's no data on the downsides of digital bus ads.
California state Assemblywoman Julia Brownley, who introduced the measure, pointed out that one of the major benefits of the program would be a safety report that the City of Santa Monica would release in 2016. That report could then be used to inform legislation on future programs like this one.
Even with a safety study in place, some worry these ads will add yet another distraction to California's roads. "I recognize the importance of public transit, but this is a very bad idea," said Dennis Hathaway, president of the Coalition to Ban Billboard Blight. "It really raises very serious questions about traffic hazards."
Brownley argued that the bill has not been introduced without considering limitations for safety. "There is specific language in the bill that limits the brightness of the ads," she said, adding that Santa Monica's transit department may also opt to show the ads only on the sidewalk side of the buses, or to only show moving ads while the buses are stopped. The bill also proposes to keep the ads still, rather than scrolling, whenever the buses enter freeways.
Even with safety restrictions, Hathaway said the ads will be offensive visual clutter. "It's a bad idea because it's part of this growing trend of commercializing public space. These advertisers are targeting public property," Hathaway said, adding that Californians may even see advertising in public parks soon. "Those public spaces should really emphasize democratic values like discourse and diversity."
Brownley said that not all of the advertising has to be commercial. Opening up the sides of buses to advertising "will open up more space for public service announcements," said Brownley. "Even in the event of some emergency of some sort, ads could be overridden for safety information."
On KPCC's Airtalk this morning, listeners said that allowing these ads will counteract safety measures that California has put in place for drivers, such as banning cell phone use while driving.
Richard from Larchmont commented online, "Texting and talking drivers in Southern California are dangerous enough. Adding electronic ads on the sides of buses can only make a bad set of conditions worse."
"Texting on your phone will first keep your head looking down into the car, and that won't bring $8 million to the city," wrote Jacquie online. "If this is a temporary fix to collect money, go for the bill."
Brownley emphasized the importance of raising money for the transit system and the benefit of the safety study that would come from the program. For Hathaway and his coalition, the safety concerns of scrolling, illuminated advertisements on the road outweigh all of the potential benefits of the program. On implementing the program before any formal safety study has been done, he said, "That is completely backwards."