Lanceans will vote on November 24 on whether or not to eliminate advertising in their municipality. Displaying would then only be authorized if it concerns advertising for local businesses, associations or even cultural announcements. Supporters see it as an initiative promoting living together, while opponents fear an obstacle to freedom and a loss of income for the municipality.
Socialist Matthieu Jotterand no longer wants these advertising panels in the streets of Lancy. Or more precisely, he wants them to be free of any commercial advertising. With Lancy Zero Pub, only local billboards or cultural, sporting and social events would be maintained. On the panels behind me, we can clearly see that we have online sales which are killing local commerce and an advert for shopping tourism in neighboring France! We would rather like it to be useful to the neighborhood’s businesses” explains the president of the Lanceen section.
With or without advertising?
If its neighbor Vernier has already joined the movement, in the City of Geneva the initiative was rejected at the ballot boxes in 2023 by nearly 52% of the votes. Matthieu Jotterand hopes that Lancy will not experience the same outcome. “Currently, advertising panels bring in 60,000 francs to the municipality. This is 0.01% of municipal revenue. In the City of Geneva, the debate was different because these panels cost much more given their locations. In Lancy, the recipe is anecdotal,” he explains.
Not so anecdotal according to the referendum committee. These 60,000 francs articulated by the PS do not reflect reality. For Jean-Adrien Lorenzini, this shortfall could go much higher. “If we take into account the possibility of continuing to operate cultural displays, etc., this means financial means, additional jobs and we, by doing these calculations, we see that we could reach up to 250,000 francs,” relates the president of the Center to Lancy.
More than 200 panels affected
Nearly 250,000CHF, four times more than estimated by supporters. In addition to the financial aspect, other arguments weigh in the balance to say “no” to Zero advertising. In particular, this would paradoxically harm local actors more. “We can take the example of a football or tennis club which displays its sponsors on the fence, but with Zéro Pub, advertising on private property but visible from public property is also concerned!” explains Jean-Adrien Lorenzini, also a member of the referendum committee. “Afterwards, from an ideological point of view, the simple choice of whether or not to watch an advertisement should be free for everyone. The fact of banning is a policy that we do not particularly appreciate,” he adds.
Town Hall figures show 175 panels concerned for the public domain of the municipality and 44 panels placed on private domains but visible from public spaces. Lanceans will vote on November 24.
