Abstract
Free standing billboards have a significant negative visual impact on the landscape. In the majority of foreign countries construction of free standing billboards is regulated by various legal instruments, guidelines and control manuals. In Lithuania the construction of free standing billboards considering their visual impact is poorly regulated by juridical and spatial planning means. Taking this situation into account the paper aims to review main problems of regulating free standing billboards construction in Lithuania, to assess their impact on the landscape, to present foreign experience in solving these problems and to provide methodological guidelines for regulation of free standing billboards construction considering their visual impact. The proposed stages of the assessment of free standing billboards visual impact are the following: analysis of the landscape spatial structure designating visual spaces perceived from separate road sections, analysis of the possibilities of free standing billboards layout designating visual spaces protected from free standing billboards construction and visual spaces as free standing billboards construction areas, establishment of the possible visual contrast level of free standing billboards and establishment of free standing billboards location in a visual space and a visual contrast character according to the SID theory and results of the visual space evaluation according to the criteria of vitality, complexity, compositional harmony, expressivity, uniqueness, functionality and meaningfulness. DOI: http://dx.doi.org/10.5755/j01.erem.66.4.5320
Highlights
In most of foreign countries the construction of free standing billboards (FSBs) is regulated by various legal instruments, guidelines and control manuals
The aim of this paper is to review major problems facing the regulation of FSB construction and to assess their impact on the landscape, to present foreign experience in solving these problems and to provide methodological guidelines for regulation of FSBs construction taking into account their visual impact
While analysing the concerned literature we explored the issues of the regulation of outdoor advertisement construction in Denmark, Finland, Scotland, Republic of South Africa, Australia and the others, reviewed the UK and the USA experience in the fields of visual impact assessment and the Lithuanian legal basis of outdoor advertisement regulation and environmental impact assessment
Summary
In most of foreign countries the construction of free standing billboards (FSBs) is regulated by various legal instruments, guidelines and control manuals. Restrictions are based on the negative effects of outdoor advertising on the road users (e.g. distraction, or disorientation), and a negative impact on the landscape (i.e. landscape visual pollution). In Lithuania the construction of FSBs is prohibited in road lanes and protection zones Installation of outdoor advertisements in the objects of cultural heritage and their areas and protection zones as well as protected areas is permitted only in cases prescribed by the Laws of Lithuania having obtained consent from the authorities responsible for the protection of the mentioned objects and territories In other ways the construction of FSB is practically out of control, there are no regulating documents determining the construction and installation conditions for FSBs in Lithuania. FSBs on Lithuanian roadsides become an aesthetic problem of the landscape
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