[B]ad Trucks - What We're Doing To Stop Them
What we are doing to stop them?
Since 2004, Erik Chevrier has been working with various groups and individuals to stop the circulation of ad trucks. In April 2005, at the Ville Marie Borough Council meeting, he publicly requested for the police and city inspectors to continue ticketing the ad truck companies even though the court decision was not rendered. This request was denied by the city and Police Commander Patrick Lalonde. In October 2006, after the court date, Erik once again approached the Ville Marie Council in demanding that the borough change these by-laws to specifically stop the circulation of ad trucks. This request was disproved by Mr. Karim Boulos who contested that the city would only regulate the use of ad trucks not stop their circulation. In response to this, überculture will continue to pressure our elected officials to stop ad trucks.Regulation is not an option because of five main factors. First, Article 8.1 of By-law R.R.V.M. c.P-1 existed before ad trucks circulated. Ad trucks were already illegal before they began to circulate. Secondly, the creation of a by-law regulating the use of this type of advertising does not begin to address environmental or public health and safety concerns addressed in the Kyoto Accord and the Charter of Rights and Responsibilities of Montreal. If they are not applied by our governing bodies, they have no purpose of existence. Third, city buses, delivery trucks and service trucks do carry advertising, but advertising is not the sole purpose for their use. It is secondary to the daily functioning of these vehicles. Fourth, if companies were to be regulated into a framework of specific hours in which they could operate, they could be obliged to increase the size of their fleets in order to maintain their clientele.
Moreover, this effect could cause ad trucks to multiply. If the city removes by-laws which prohibit the use of ad trucks may encourage new companies to enter the market, increasing congestion as well as visual and air quality pollution in Montreal’s core. Fifth, the city of Montreal is currently spending money to sensitize citizens about the consequences of idling vehicle engines. In light of this, the city should set an example for citizens that they too are committed to providing quality air and reduce atmospheric pollution.
At the last Plateau and Ville Marie council meetings on March 5th and 6th 2007, Uberculture teamed up with the Optatif Theatrical Laboratories bring public attention to the problems caused by ad trucks and request that borough councillors stop their circulation through proper regulation. The Optative Theatrical Laboratories members represent Pub Partout, a fictitious advertising company who want to brand everything. They were handing out flyers to everyone entering council about their company. They chanted various slogans like “ad trucks, ad trucks there our right. We want more and we will fight.” They also warned about Erik Chevrier who presented reports to both Ville Marie and Plateau council meetings about why the city should stop ad trucks.
These reports demonstrate that ad trucks are problematic for the city, citizens and visitors of Montreal especially in downtown boroughs like the Plateau and Ville Marie. Through this document we provided possible suggestions of how to prevent ad trucks from occupying our streets. By submitting this document, we requested to participate with the Montreal administration in a joint effort to ensure that the environmental and sustainable development rights and responsibilities are met. This right is granted to citizens through the same Charter of Rights and Responsibilities as mentioned above.
Uberculture and the Optative Theatrical Laboratories will continue to attend every council meeting until our councillors take this issue seriously. We are also collecting information about ad truck use and writing to companies who use mobile advertising requesting them to stop. Please visit our list of companies who use ad trucks page.
