There is also the energy needed to supply and use the products and services that ads encourage. In addition, there is the energy used in the manufacturing and distribution of ad infrastructure and printed materials. We find that a single digital billboard may use as much energy as 37 UK homes. Whether it is a TV or a radio ad, a billboard or an online pop-up, ads need energy to run on various devices. The energy use behind outdoors advertising in the UKĪdvertising in its various forms uses energy to spread a message. Understanding those impacts is an important step to lowering the energy demand of our communities and living well within planetary boundaries. Here we estimate the electricity use of outdoors ads infrastructure in the UK. While it is widely accepted that advertising has a huge effect on how we use resources, it is very challenging to quantify those impacts. Yet, we now more than ever need to reflect on what energy and consumption contributes directly to our human needs and a good life, and what does not. Ads rarely reflect functional uses of a product and usually focus on changing perceptions around what it means to be successful, beautiful, accepted and happy. Advertising creates desires that are disconnected from human need and true wellbeing. Importantly, advertising normalises overconsumption on a planet that has already been depleted and impoverished by uncapped resource extraction, waste and climate change in the aim of profits. Threatening road safety through large billboards and manipulating the general public into buying their products.Negatively affecting small businesses and citizen participation by offering infrastructures only affordable by large corporations.Fueling social injustice by being more present in less wealthy neighborhoods, with the associated negative impacts.Conveying sexist stereotypes, which likely increase body dissatisfaction, depression and lower self-esteem among the young public.Among other things, advertising impacts communities by: It is not hard to find reasons to dislike some forms of advertising. By Diana Ivanova 1,2 and Loup Suja-Thauvin 2
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