Annoying objects ripped out of Sydney’s CBD

A controversial feature of Sydney’s CBD is being removed after many years of annoying people.

Less than three years after they were installed, 20 of Sydney’s “arrogant” digital marketing boards are being torn down.

A City of Sydney spokesperson told news.com.au council had come to an agreement with the providers of the billboard to remove, relocate or not install 30 of the digital advertisements that some claimed impacted pedestrian movement.

These works are set to be completed by June 30, according to the council spokesperson.

Some Sydneysiders questioned whether they should have been approved in the first place — with one claiming to have seen a person collide with a billboard while looking at their phone.

The 10-year contract has been negotiated to remove 20 billboards impacting pedestrians. Picture: Elise Kaine

“Honestly surprised these obstructions have not been constantly vandalised,” one said on social media. “Such arrogant erection in the middle of a footpath,”

“Why were they allowed to install it that way in the first place?” questioned another.

A City of Sydney spokesperson told news.com.au all of the signage underwent a development application process, including public notification and consultation, before approval was determined and signage installed.

“However, once the screens were installed, it was clear the location of some of the pieces of street furniture, in particular the placement of some of the freestanding advertising screens, had undue impact on pedestrian access,” the spokesperson said.

“Nobody is debating advertising, it’s just this particular sign placed in a silly location,” read one comment on social media referring to the sign outside Games Paradise on Pitt Street, where pedestrians are forced to walk almost single file to pass the signage.

The billboards being removed "significantly impacted pedestrian movement". Picture: Elise Kaine.

“They could have hung the sign from the ceiling, placed it on a wider section of the footpath, rotated it 90 degrees. But they installed it in the most disruptive way ever and now have to remove it,” read one comment.

Pedestrians are forced to walk almost single-file to get past this QMS billboard. Picture: Elise Kaine

QMS, the marketing company behind the billboards calls them “digital street furniture” and its website boasts the company has the “power to influence” its audience of 2.6 million per week.

Questions to QMS were referred to council.

In 2020, the City of Sydney’s 20-year street furniture contract with JCDecaux expired, according to a council spokesperson.

“At that time, council unanimously agreed to award QMS Media a 10-year contract that would see a complete renewal of our street furniture and secure important income to help fund our services and facilities,” they said.

Work has begun on removing or relocating 20 digital billboards in Sydney CBD. Picture: Elise Kaine

They said council spent “months” working with the company to determine the locations before they were installed. Only then was it discovered they had “undue” impact on pedestrians.

The QMS contract provides significant value to the city both in terms of attractive, well-maintained street furniture and income, the council spokesperson told news.com.au.

They said the new agreement reflected a “balance” between value and accessibility of our public domain.

A digital billboard that is not being removed. Picture: Elise Kaine

City of Sydney mayor Clover Moore released a statement in 2022 to her website announcing the works would be paused and reviewed following significant backlash to the ongoing installation

“Advertising providers build, install, clean and maintain all our bus stops, bins, seats and kiosks, and provide the City with a percentage of the advertising revenue,” a statement on the website reads.

“It may not appear it because these are new and unfamiliar, but the vast majority of these panels have been installed in the same location and are a similar width to the old phone-booth billboards.

“Yes, they are quite large and in some locations – as was the case with the old telephone-mounted panels – you may have to walk single-file.”