TTC removing illegal billboard
Sign promoting transit distracted 401 drivers
January 08, 2009
Paul Moloney
city hall bureau
The Toronto Transit Commission is removing a billboard promoting its proposed Transit City streetcar network after a watchdog group charged the sign was illegal.
The rooftop ad, on the south side of Highway 401 just west of Yorkdale shopping centre, is a problem because regulations don't allow so-called third-party billboards beside a busy expressway like the 401, said Rami Tabello, of illegalsigns.ca.
A business beside the highway can advertise itself but is prohibited from renting space to billboard operators to highlight the wares of other companies.
City officials are investigating the billboard, on the roof of a building on Bridgeland Ave., along the 401.
But after Tabello outlined his concerns yesterday, the transit system asked its advertising company to take down the ad, said Councillor Adam Giambrone, the TTC chair.
"We're glad it was brought to our attention," Giambrone said. "We can't comment on the legal matters, but we do understand that as a public body, we should not even be perceived to be involved, directly or indirectly, with violating bylaws."
Restricting expressway billboards makes sense because the ads can divert the attention of motorists, said Councillor Howard Moscoe, who represents the area.
"They're a major distraction for drivers," he said. "It's dangerous."
Moscoe said previous city councils made a mistake in allowing billboards along the Gardiner Expressway, controlled by the city. The provincial Highway 401 comes under Ontario rules that say billboards shouldn't be visible to expressway traffic, and the city sign bylaw has to comply with those regulations, Tabello said.
The billboard would appear to contravene the province's commercial signage policy, which doesn't allow third-party advertising adjacent to Class 1 highways, said a spokesperson for the transportation ministry.
Tabello said his research indicates the city issued a permit in 2006 for a two-sided third-party sign at the Bridgeland location.
"It appears somebody has issued permits in error," said Moscoe, who has asked city building officials to respond. "If there were third-party billboard permits issued, I have to assume they were in error."
Tabello, who has been investigating and citing apparent irregularities for several years, said the city's sign rules are a "complete mess."
A new, harmonized Toronto sign bylaw is being drafted.
- With files from Vanessa Lu