Advertising on Taxicabs

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A decision made (16/01/2009) regarding: Advertising on Taxicabs - Trial.

Decision Reference: MD-T-2009-0001
Decision Summary Title :	Advertising on Taxicabs - Trial		Date of Decision Summary:	15 December 2008
Decision Summary Author:	Alan Muir Head of DVS & Inspector of Motor Traffic		Decision Summary: Public or Exempt? (State clauses from Code of Practice booklet)	Public
Type of Report: Oral or Written?	Written		Person Giving Oral Report:	N/A
Written Report Title :	Advertising on Taxicabs - Trial		Date of Written Report:	15 December 2008
Written Report Author:	Alan Muir Head of DVS & Inspector of Motor Traffic		Written Report : Public or Exempt? (State clauses from Code of Practice booklet)	Public
Subject: Advertising on Taxicabs - Trial
Decision(s): The Minister noted progress on introducing an experiment to determine the benefits or otherwise of third party advertising in / on taxi-cabs and confirmed that Safer St Helier Community Partnership should proceed with entering into agreements with relevant organisations to display advertisements in / on taxi-cabs, subject to compliance with the Criteria for Applications being met.
Reason(s) for Decision: To progress an experiment to determine the benefits or otherwise of third party advertising on taxi-cabs.
Resource Implications: To be assessed as part of the trial.
Action required: Head of Driver and Vehicle Standards to inform Safer St Helier Community Partnership of the decision.
Signature:		Position:
Date Signed:		Date of Decision (If different from Date Signed):

Advertising on Taxicabs - Trial.

TRANSPORT AND TECHNICAL SERVICES

ADVERTISING ON TAXICABS - TRIAL

Purpose of the Report

To consider expressions of interest in advertising on and in controlled and restricted taxicabs.

Background

Under the Motor Traffic (Jersey) Law 1935, the Minister is responsible as far as practicable for ensuring an adequate cab service. To date, it seems to have been the view that permitting third party advertising on and in taxi-cabs would not improve the cab service and may even be detrimental to the service. The taxi marshal scheme appears to have been successful and improved the service for the public. However, it requires funding and advertising on taxi-cabs may be a means of funding this scheme and other improvements to the taxi-cab service.

The Minister decided to permit an experiment to determine the benefits or otherwise of third party advertising on taxi-cabs (MD-T-2008-0079). Expressions of interest were sought from organisations in participating in the experiment. Administration of the experiment was delegated to the Safer St Helier Community Partnership (SSHCP). SSHCP has received the expressions of interest and has provided a report on progress for the Minister to consider.

Discussion

Taxi-cabs are public service vehicles regulated, by the Minister, under the Motor Traffic (Jersey) Law 1935. Subordinate legislation includes the:-

Motor Traffic (Taxi-Cabs – General) (Jersey) Order 2002;

Motor Traffic (Public Service Vehicles (Conditions of Fitness)) (Jersey) Order 2003;

Motor Traffic (Cabs – Fares and Charges) (Jersey) Order 2008;

The Minister grants a licence to a person to operate a taxi-cab as a controlled taxi-cab, a restricted taxi-cab or a limousine taxi-cab. Each licence has conditions attached to the licence. These conditions “shall be such, as in the Minister’s opinion, are necessary or desirable to ensure the proper operation of the vehicle and the public service to be provided by the vehicle.”

At present, third party advertising is prohibited by a condition applied to all taxi-cab licences.

In order to assist in determining the benefits or otherwise and the political and public opinion on taxi-cab advertising, the Minister approved a year’s trial of permitting advertisements on controlled and restricted taxi-cabs. A notice in the Jersey Evening Post on 07 and 08 October 2008 invited expressions of interest in submitting proposals for advertising on controlled and restricted taxi-cabs (copy attached together with a copy of Criteria for Applications).

Four organisations responded to the advertisement. Copies of the responses will be available for the Minister when considering this report. SSHCP has submitted a report outlining details received so far which will also be made available to the Minister. In the interest of protecting the organisations’ contracts with advertisers and releasing commercial information, details of the proposals should not be published, at this time.

One organisation is in position to commence advertising in taxi-cabs almost immediately. Static adverts would be shown on LCD screens installed on the back of headrests inside the taxi-cab. SSHCP is anxious to allow this proposal to go ahead immediately as it will secure funding for the taxi marshal scheme. If the Minister wishes, the Chairman of SSHCP is happy to meet the Minister and explain this scheme and progress on the other expressions.

Discussions have taken place with representatives of SSHCP on a partnership agreement between TTS and SSHCP and a second draft of the agreement is awaited. The agreement outlines the responsibilities of TTS and SSHCP including how the trial scheme will be evaluated.

Recommendation

The Minister is asked to note progress on introducing an experiment to determine the benefits or otherwise of third party advertising in / on taxi-cabs and to confirm that Safer St Helier Community Partnership should proceed with entering agreements with relevant organisations to display advertisements in / on taxi-cabs subject to compliance with the Criteria for Applications being met.

Reason(s) for Decision

To progress an experiment to determine the benefits or otherwise of third party advertising on taxi-cabs

Action Required

Head of DVS to advise Safer St Helier Community Partnership of the decision.

Written by:	Alan Muir, Head of Driver and Vehicle Standards

Approved by:	Caroline Anderson, Director of Transport

Attachments: Expressions of Interest Notice

Criteria for Applications