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The operating rights of 92 commercial advertising panels in the Dongshan Kou pedestrian tunnel will be publicly auctioned on the 16th day of this month. This is the first outdoor commercial advertising operating rights auction in Guangzhou City. Relevant officials from the Municipal Urban Management Office stated that this is another significant reform in Guangzhou after the reform of auctioning commercial land use. This official also mentioned that in the future, the only way to obtain commercial outdoor advertising positions in Guangzhou will be through public auctions.

Auction revenue will be used for urban maintenance

Yesterday (June 11), nearly 50 advertising companies attended a relevant briefing meeting held by the Guangzhou Municipal Urban Management Commission. Li Tinggui, the Deputy Director of the Municipal Urban Management Office, emphasized at the meeting that Guangzhou has a wide geographic scope and scattered commercial districts, which leads to extensive and widespread settings of outdoor advertising positions. There are still areas needing improvement in outdoor advertisements, necessitating cleanup and reorganization. Meanwhile, outdoor commercial advertising positions are one of the city's public resources, and the benefits derived from the occupation of public resources should be managed by the government. According to relevant legal provisions such as the Administrative Licensing Law and the Advertising Law, administrative licensing should be set for outdoor advertisements, and they should be obtained through auctions.

It is understood that the municipal government has decided to implement open auctions for the operating rights of advertising sign positions. The auction revenue will be managed under the "two-line" system of income and expenditure, and included in the scope of urban maintenance fees. For the operating rights of private property owners' advertising signs, after the government reaches a consistent agreement with the owner through negotiation, the government will conduct a public auction of the advertising sign operating rights. The majority of the proceeds from the auction will be paid to the owner as sign rental fees according to the agreement, while the remaining portion will be incorporated into the government's urban management and maintenance fund, serving as special expenses for urban management.

Outdoor advertisements require only industrial and commercial approval

It is understood that the Municipal Construction Committee has already drafted the "Interim Measures for the Auction of Operating Rights of Outdoor Commercial Advertising Sign Settings" (draft) together with the Municipal Administration for Industry and Commerce. After deliberation and revision, the auction measures will be issued and implemented by the municipal government in the form of government regulations. A relevant official from the Municipal Urban Management Office stated that this is another significant reform in Guangzhou after the reform of auctioning commercial land use. Regardless of how many difficulties or obstacles are encountered, the reform will not take a step back. This person also mentioned that since the new auction method implements planning first, after the comprehensive auction begins, outdoor commercial advertisement contracts need only be approved by the Administration for Industry and Commerce, without requiring permits from the Planning or Urban Management departments.

The three-year operating rights of 92 commercial advertising panels on both sides of the walls inside the Dongshan Kou municipal pedestrian tunnel are part of this auction pilot program.

Currently, the Municipal Urban Management Office has formulated a work plan for the rectification of outdoor advertising signs. Relevant officials said that after this pilot, experiences will be summarized and expanded throughout the city. Once a section of road or area is mature, it will be auctioned.

All advertising sign positions will be fully auctioned by the government

It is understood that before the introduction of the outdoor commercial advertising auction measures, the Administration for Industry and Commerce and the Planning Department will no longer issue new "Outdoor Advertising Registration Certificates." For roads or areas where outdoor advertising planning has been implemented, or if the planning does not agree with setting up outdoor advertisements, renewal registration will not be processed; for other expired "Outdoor Advertising Registration Certificates," before the issuance and implementation of the "Guangzhou Outdoor Commercial Advertising Operating Rights Auction Management Measures," the government will adopt a method of granting a three-month extension as a transition period for rectification. After the transition period ends, owners must hand over their advertising sign positions to the government for organization of the auction.

Regarding some concerns from advertising companies, relevant officials stated that the outdoor advertising positions obtained through auctions have been thoroughly coordinated among various government functions by the coordination group, reaching a consensus, and are legally protected. As long as the advertisement content complies with laws and regulations, it will not be affected during the government's rectification of other outdoor advertisements. If there is a special situation within three years that indeed requires removal, the government will provide reasonable economic compensation.