• Near Rennes, a municipality has decided not to renew the contract with the advertising company JC Decaux in order to make less room for advertising.

  • The town of Mordelles will see 16 billboards disappear, including one light, by the end of the year.

  • New panels will be installed for event and cultural communication.

The end of an era.

Linked since 2013 with the advertising giant JC Decaux, the town of Mordelles (Ille-et-Vilaine) has just announced that the public market which expired in November would not be renewed.

Consequence: all the 2 m² billboards will disappear from the municipality before the end of the year.

A strong choice on the part of the municipality belonging to Rennes Métropole, which will see the advertiser withdraw sixteen panels, including one light, i.e. 32 advertising faces in total.

“The advertisements present are those of the big brands and advocate messages of overconsumption to the populations.

With our political project focused on the transition, the presence of these billboards embodied a political inconsistency,” Deputy Mayor Hervé Pralong said in a statement.

Approved by the municipal council on Monday evening, the decision is not without consequences for the municipality close to the presidential majority.

Financially, the impact will be almost neutral, JC Decaux not paying any fees to the municipality.

But in terms of visibility, the city of 7,000 inhabitants loses the 15 sides that were reserved for it to display the map of the town and promote cultural events.

“A new network will be set up but with more eco-responsible panels.

We are working on it, ”promises the municipality.

“A new illuminated information panel with very low power consumption” will also be installed.


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This decision is part of a more global approach to reducing the place of advertising in public space undertaken by Rennes Métropole.

The new local regulation of inter-municipal advertising adopted on July 1 had already taken note of the removal of certain panels.

The mayor of Mordelles Thierry Le Bihan hopes to "go further" and remove advertising in the passenger shelters of the Star, based on the choice not to have signs in line B of the metro.

“Unfortunately, we have observed that this is not the direction taken by Rennes Métropole”, deplores the mayor, elected in opposition to the metropolis.

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