Measuring visual pollution by outdoor advertisements in an urban street using intervisibilty analysis and public surveys

Abstract

Debates on the encroaching commercialization of public space by outdoor advertising highlight its possible negative impact on local quality of life and enjoyment of public spaces. These overstimulating outdoor advertisements are often considered a source of visual pollution, but cities have no standard way of measuring where it exists and its local impact, and thus cannot regulate it effectively. This study illustrates that visual pollution can be measured in a useful way by relating public opinion to the number of visible advertisements (intervisibility analysis). Using a 2.5D outdoor advertisement (OA) dataset (location and height) of a busy urban street in Lublin, Poland, this preliminary experiment translates visibility into visual pollution. It was found that streetscape views with more than seven visible OAs created visual pollution in this case study. The GIS-based methodology proposed could provide Lublin officials with a basic tool to assess and manage visual pollution, by informing permitting decisions on OAs.