The Market Surveillance Sector Head of the Better Regulation Delivery Office (BRDO) Volodymyr Holovatenko took part in the work of the roundtable “The roadmap of Kyiv virtual space modernization: results and perspectives”.
The roundtable was a continuation of sector’s initiatives on outdoor advertisement market in the capital city. In spring 2016, the Association of Outdoor Advertising Operators proposed a roadmap of Kyiv visual space improvement, which particularly includes a plan of practical reforming of outdoor advertisements in Kyiv.
The Head of the Association of Outdoor Advertising Operators Oksana Polishchuk noted at the beginning of the discussion that the city and business had a common aim to regulate advertisement and visual image of our capital, and the business has already taken a range of efficient steps towards its realization. Particularly, in July, the members of the Association of Outdoor Advertising Operators implemented a pilot project of outdoor advertisement modernization in the Klovsky Uzviz and Mechnikov streets. These real qualitative changes resulted in the decreased total volume of advertising space up to 65% at these streets. The volume of advertising operators’ direct investments in the improvement of streets appearances was 4.5 million UAH.
Commenting this event, Volodymyr Holovatenko mentioned that the reform of outdoor advertising sector was a long escalated issue. In that context, the initiation of the market members’ concrete steps was a progressive motive force. However, according to the expert, the regulation of that sector should be started not from the review, but from the implementation of the entirely new rules.
Volodymyr Holovatenko said during his speech that the BRDO was working on the calculation of costs to change format zones of advertising vehicles placement, the results of which would be soon presented to market participants. He also said that the authors of the project did not focus on any calculations of costs for every regulation, which were very important for the market.
“This approach is not correct as the market participants will not actually understand how much the implementation of new rules will cost. Regulatory impact calculation is one of the key process components, which is actually not available. The BRDO experts are ready to join this process and provide their support in developing the efficient regulatory framework for the outdoor advertising sector,” the Sector Head said.