Advertising placed along roads or visible from roads is allowed only if it does not endanger traffic safety. For this reason, signs, billboards, posters, advertising systems, painted promotional markings, lights, or other forms of advertising are prohibited when their size, shape, color, design, or position may be confused with road signs, make them less visible or less understandable, or distract drivers. Any advertising that may dazzle road users is also forbidden. Advertising installations must not obstruct the movement of persons with disabilities.
Luminous advertising signs or writings are not allowed on vehicles. Reflective advertising writings may be permitted within strict limits, but only if they do not create glare and do not distract other drivers. The purpose is to ensure that the vehicle itself does not become a source of danger on the road.
Placing billboards and other advertising devices along roads or in view of them always requires authorization from the road authority. Within built-up areas, the municipality is normally responsible, but if the road is state, regional, or provincial, technical clearance from the road owner is also required. This means that advertising cannot be placed freely just because it is inside a town or city; road safety must still be checked.
Any form of advertising containing sexist, violent, offensive, or discriminatory messages is prohibited, as well as messages that violate personal dignity, individual freedom, civil and political rights, religious belief, ethnic background, sexual orientation, gender identity, or physical and mental abilities. Compliance with this rule is necessary in order to obtain and keep authorization. If a violation is found, the authorization is immediately revoked.
If an advertising sign placed on one road is also visible from another road belonging to a different authority, prior approval from that other authority is also required. The same principle applies to advertising placed along railway lines if it is visible from the road. This prevents an advertisement authorized for one area from creating risks for another nearby infrastructure.
On motorways, international routes, main extra-urban roads, and their access roads, advertising is generally prohibited. Only limited exceptions are allowed, such as some business signs, useful service indications, or signs promoting tourism, culture, or public-interest services, always within strict limits and with authorization. In service or parking areas, advertising may be allowed only if it is not visible from the main road. The purpose is to avoid distraction where vehicles travel at high speeds.
Advertising relating to vehicles is also prohibited when it promotes behavior contrary to road traffic rules. For example, an advertisement glorifying dangerous speed, ignoring rules, or risky driving would not be allowed. Sound advertising on roads is permitted only when authorized and according to specific rules; in built-up areas, municipalities may restrict it to certain hours or periods of the year.
In roundabouts with a central green area maintained free of charge by a company or an organization, a small sign may be authorized to indicate the name of the party maintaining the greenery. However, that sign must remain very small and must comply with all safety and authorization requirements.
Anyone who violates road advertising rules is subject to administrative penalties. Penalties are more serious when the conditions set out in the authorization are not respected. If a billboard or advertising installation has no authorization or does not comply with the rules, the road authority orders its removal within a short time. If the responsible person does not comply, the authority may remove it directly and charge all costs to them. In the most serious cases, removal may be immediate. In short, road advertising is allowed only when it does not endanger safety, does not interfere with road signs, and complies with strict technical, administrative, and content rules.
🔗 Read the official text of Art. 23 on the ACI portal (Italian)
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