Requires digital billboards to display each image for at least 60 consecutive seconds

2025 Regular Session Introduced by Linda Rosenthal

Requires digital billboards to show each image for at least 60 consecutive seconds, slowing ad rotation and impacting operators, advertisers, and drivers/viewers.

REFERRED TO ECONOMIC DEVELOPMENT

Summary of Bill A 2381

Overview

Bill A 2381, introduced January 16, 2025, would require digital billboards to display each image for at least 60 consecutive seconds. The bill is currently referred to the Economic Development committee. The primary sponsor is Assembly Member Linda Rosenthal.

Purpose and Intent

The central purpose is to regulate the display duration of individual images on digital billboards. By mandating a minimum display time of 60 seconds per image, the bill aims to ensure greater visibility and dwell time for each advertisement presented on digital signage.

Key Provisions

Display duration: Digital billboards must display each image for at least 60 consecutive seconds before rotating to the next image.

Scope: The provision applies specifically to digital billboards (as opposed to static signs or other advertising formats). Details beyond the 60-second requirement are not provided in the available information.

(Note: The text provided does not include additional provisions such as exemptions, enforcement mechanisms, penalties, or effective dates. Those elements would appear in the bill’s full language if enacted.)

Affected Parties

Digital billboard owners, operators, and advertisers: The rule could necessitate changes to rotation schedules, content management practices, or hardware/software configurations to ensure every image remains visible for 60 seconds.

Local governments and regulatory authorities: If enacted, agencies may need to oversee compliance, provide guidance, and address violations.

Consumers and motorists: The longer display duration could affect advertising exposure and the visual environment of public spaces.

Procedural Posture and Timeline

Introduction: January 16, 2025.

Status: Referred to Economic Development (committee assignment indicates focus on economic development considerations, regulatory impact, and industry effects).

Legislative Actions recorded: 2025-01-16 – Referred to Economic Development (listed twice in the provided record).

Legislative Context and Related Bills

Related bills from prior sessions include A 780, A 632, A 1987, A 4227, A 1563, A 3592, and A 951. These prior-session measures suggest ongoing legislative interest in digital signage standards and related advertising regulations.

Potential Impacts and Considerations

Industry impact: Operators may need to adjust rotation logic, ad scheduling, or hardware capabilities to comply, potentially affecting revenue models and advertising formats.

Practicality and enforcement: Details on enforcement, exemptions, and penalties are not provided; these would influence real-world impact.

Public interest: The measure may be framed around consumer clarity and safety by reducing rapid image changes.

Next Steps

Monitor for committee hearings, potential amendments, and floor action.

Review the full text for any exemptions, compliance timelines, enforcement provisions, and fiscal impact.