Controlled Taxi-Cabs: Re-Branding

Information about the publication of Ministerial Decisions

A formal published “Ministerial Decision” is required as a record of the decision of a Minister (or an Assistant Minister where they have delegated authority) as they exercise their responsibilities and powers.

Ministers are elected by the States Assembly and have legal responsibilities and powers as “corporation sole” under the States of Jersey Law 2005 by virtue of their office and in their areas of responsibility, including entering into agreements, and under any legislation conferring on them powers.

An accurate record of “Ministerial Decisions” is vital to effective governance, including:

demonstrating that good governance, and clear lines of accountability and authority, are in place around decisions-making – including the reasons and basis on which a decision is made, and the action required to implement a decision
providing a record of decisions and actions that will be available for examination by States Members, and Panels and Committees of the States Assembly; the public, organisations, and the media; and as a historical record and point of reference for the conduct of public affairs

Ministers are individually accountable to the States Assembly, including for the actions of the departments and agencies which discharge their responsibilities.

The Freedom of Information Law (Jersey) Law 2011 is used as a guide when determining what information is be published. While there is a presumption toward publication to support of transparency and accountability, detailed information may not be published if, for example, it would constitute a breach of data protection, or disclosure would prejudice commercial interest.

A decision made on 30 November 2012:

Decision Reference: MD-T-2012-0092
Decision Summary Title :	Re-Branding of Controlled Taxi-Cabs		Date of Decision Summary:	21 November 2012
Decision Summary Author:	Acting Senior Traffic Officer DVS		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 :	Re-Branding of Controlled Taxi-Cabs		Date of Written Report:	21 November 2012
Written Report Author:	Acting Senior Traffic Officer DVS		Written Report : Public or Exempt?	Public
Subject: Re-Branding of Controlled Taxi-Cabs
Decision(s): The Minister agreed:- To approve the revised wording “Controlled taxi fares” on the approved roof sign for controlled taxi-cabs; To accept the design of the magnetic signs proposed by the Jersey Taxi Drivers Association; That the accepted magnetic signs should be attached to controlled taxi-cabs unless the vehicle already displays approved corporate advertising or the licence holder requests to opt out of displaying the magnetic signs.
Reason(s) for Decision: To assist the Jersey Taxi Drivers Association in its endeavours to improve the image of the controlled taxi-cab sector.
Resource Implications: None
Action required: Head of DVS to advise the President of the Jersey Taxi Drivers Association of the decision.
Signature:		Position:
Date Signed:		Date of Decision (If different from Date Signed):

Controlled Taxi-Cabs: Re-Branding

TRANSPORT AND TECHNICAL SERVICES

RE-BRANDING OF CONTROLLED TAXI-CABS

PURPOSE OF THE REPORT

To consider a request from the Jersey Taxi Drivers Association seeking the support of the Minister for Transport and Technical Services to agree changes to the current Controlled Taxi-Cab roof signs and allow the use of new magnetic Taxi signs to be affixed to the driver and front passenger doors of Controlled Taxi-Cabs.

BACKGROUND

The Jersey Taxi Drivers Association has made a request for all controlled taxi-cabs to be re-branded by changing the wording on their roof signs from “CONTROLLED TAXI-CAB” to “CONTROLLED TAXI-FARES” and to affix magnetic signs to their front doors with the wording “PUBLIC RANK TAXI” “fares controlled by the States of Jersey”

There are currently two types of taxi-cab roof signs, RESTRICTED TAXI-CAB and CONTROLLED TAXI-CAB.

A large percentage of the general public, including visitors to Jersey, do not know the differences between RESTRICTED and CONTROLLED taxi-cabs.

The controlled taxi cab drivers are keen to re-brand in order to make it easier for the public to identify the difference between CONTROLLED and RESTRICTED Taxi-Cabs and also show that their fares are controlled by the States of Jersey.

DISCUSSION

At present the method of identification for controlled taxi cabs is by means of a controlled Taxi-Cab roof sign and a controlled Taxi-Cab plate affixed to the rear of the vehicle. The proposed new magnetic signs would be fixed to the front nearside and offside front doors and would enhance the method of identification for the general public. The wording on the new signs would read:

Public Rank

TAXI

Fares Controlled By The

States of Jersey

The wording on the roof sign would also change from “Controlled Taxi-Cab” to “Controlled Taxi Fares”

The Inspector of Motor Traffic has granted permission for the new signs to be used for a trial / demonstration period on the President of the JTDA’s Taxi-Cab; however there are a large number of controlled Taxi-Cab drivers who have opted to display them.

DVS has received negative feedback from one or two drivers who are concerned that magnetic signs have an adverse reaction on the metallic paint work of their vehicles causing it to flake off. One or two of the magnetic signs appear to have flown off taxis when travelling, potentially causing a hazard for other road users.

There has been no negative feedback from the general public regarding the new signs.

There are several controlled taxi-cabs that display advertisements on the outside of the vehicle. These advertisements have been approved and through the Safer St Helier group, generate funding for the taxi marshal scheme at the Weighbridge. Attaching magnetic signs to these vehicles would compromise the corporate advertising.

The main options available are to:-

Refuse to grant permission to use the new signs and wording.
Grant permission to use the new signs and wording and make it compulsory for all controlled taxi-cabs to display the signs.
Adopt the new signs and wording as acceptable signs for controlled taxi-cabs but do not make the signs compulsory.
Refuse permission to use the new signs and wording until the taxi consultancy is complete.

a. It would seem harsh to refuse permission to use the new signs and wording as it would demonstrate a lack of support for the taxi drivers’ initiative and their keenness to move forward and improve the image of the Taxi-Cab industry in Jersey.

Option a, is not recommended.

b. To make the new signs compulsory will upset the small number of drivers who are concerned about the metallic paintwork on their vehicles and will compromise those vehicles that display corporate advertising and support the Safer St Helier taxi marshal scheme. However, it would be seen as supporting the enhancement of the taxi industry in Jersey.

Option b, is worthy of consideration.

c. Adopting use of the new signs but allowing licence holders to opt out would serve to satisfy the wishes of the majority of drivers who are keen to use them. It would not enhance the uniformity of the controlled Taxi-Cabs and could further confuse the general public. However, as there has been no adverse reaction from the public and there are already a number of vehicles that have a permanent “TAXI” sign and display corporate advertising, this does not appear to be an issue. Where a roof sign is required, it should be the standard design, incorporating the wording “controlled taxi fares”. The magnetic signs should be “approved” but not displayed where corporate advertising has already been approved for the taxi-cab or the licence holder requests to opt out of displaying the magnetic signs.

Option c, is recommended.

d. There may be merit in waiting until the taxi consultation and report is completed before making a decision as it may be recommended that all controlled, restricted and limousine taxi-cabs are re-branded in ways other than signs and wording, for example “wrapping” so that all taxis have a uniform colour.

Option d, is worthy of consideration.

RECOMMENDATION

The Minister is asked to:-

approve the revised wording “Controlled taxi fares” on the approved roof sign for controlled taxi-cabs;
accept the design of the magnetic signs proposed by the Jersey Taxi Drivers Association;
agree that the accepted magnetic signs should be attached to controlled taxi-cabs unless the vehicle already displays approved corporate advertising or the licence holder requests to opt out of displaying the magnetic signs.

Reason(s) for Decision

To assist the Jersey Taxi Drivers Association in its endeavours to improve the image of the controlled taxi-cab sector.

Action Required

Head of DVS to advise the President of the Jersey Taxi Drivers Association of the decision.

Written by:	Acting Senior Traffic Officer

Approved by:	Director of Transport

Attachments:	Images of signs

Image 1

Image 2