Comment Line

Reader proposes billboard controls

Dear Editor:

If you've recently been in the Chicago area, you've had to notice an increasing — and alarming — form of environmental pollution: roadside billboards.

These large (14' by 48'), double-faced, brightly lighted and towering distractions are lining many State roads and even the right-of-way for the new North/South Tollway. Why should you be concerned? Consider these facts:

• Billboards erode our quality of life by polluting the landscape; destroying our historic, cultural and natural diversity, and undermining our State's and our country's sense of heritage.

Billboards are bad for business. Business, industry and new residents are attracted or repelled by a community's appearance. Every American community which has banned or regulated billboards has benefitted economically.

Billboards cause traffic accidents by distracting motorists' attention.

Billboards are an intrusive form of advertising. They impose their message on a captive audience, thus violating our constitutional right to privacy. Billboards are now towering over the trees in our parks and in our communities.

There are alternatives to billboards which provide the same information to motorists without destroying our environment. Even if we accept billboards as a legitimate form of business, there's no reason why regulations can't control their size, height, numbers and placement.

Illinois is currently the only state which allows the billboard industry to preempt local control. I believe this law must be changed, and local controls adopted and enforced.

What do you think?

William A. Brauer Superintendent of Physical Plant Forest Preserve District of DuPage County

Illinois Parks and Recreation 6 March/April 1988