"Mayfair Taxi Ltd. - Advertising Application"
Livery Transport Services Report to the Taxi Commission TC06-068 2006 July 21 Page 1 of 2 MAYFAIR TAXI LTD. – ADVERTISING APPLICATION SUMMARY/ISSUE Request from Mayfair Taxi Ltd. to approve Taxi Commission Regulation 1/78 S. 65(a), advertising on taxis. (b) and (c) states, in part: Unless first approved by the Commission, PREVIOUS DIRECTION/POLICY no taxi driver, taxi owner or taxi broker At its Regular Meeting of 2006 March 17, the shall display or permit the display of any Taxi Commission considered a report card, sticker, sign, decal, plate or other (TC06-015) regarding a similar request for similar material in or upon a taxi except: advertising on taxi vehicles from Canada Cab (a) material relating to the taxi brokerage Ads Inc. At that time, the report was filed for with which the taxi is affiliated, or want of a brokerage entering into an (b) material required by law to be agreement with Canada Cab Ads Inc. to allow displayed… the proposed vehicle-top advertising on their taxis. Taxi Commission Regulation 1/78 S. 65.1 states: ADMINISTRATION RECOMMENDATIONS: Where approval is given pursuant to Section 65, the material displayed shall be Administration recommends that the Taxi safely attached to the taxi so as to Commission: withstand the worse foreseeable conditions and accident impact, and shall 1. Approve the use of Cab Wrap Media be subject to maintenance in the same advertising wraps on Mayfair Taxi Ltd. manner as is the taxi to which the material taxis; is attached. 2. Approve the use of Canada CabAds Taxi Commission Regulation 1/78 S. 66.1 frames on Mayfair Taxi Ltd. taxis; and states: No taxi broker shall advertise in such a 3. Direct that the advertising as approved in manner as to imply that he will provide a Recommendations 1 and 2 do not cover class of taxi service to the public for which any livery vehicle windows; the vehicle providing that service is not authorized by licence to provide. 4. Require, as a condition of approval of Recommendations 1 and 2, that Mayfair Cab Wrap Media: Taxi Ltd. ensure that all advertising copy Cab Wrap Media of Toronto, Ontario is placed in or on vehicles comply with the requesting permission to market advertising Canadian Code of Advertising Standards on taxis in Calgary. and Gender Portrayal Guidelines. The advertisement consists of a laminated vinyl wrap with computer generated photo INVESTIGATION quality images. The advertisements are Taxi Business Bylaw 91/77, S. 8(2) (r) states: attached to the body of the vehicle, but may Subject to the limitations in, but without also be attached to the windows. Livery limiting the generality of, Subsection (1) of Transport Services, however, will not approve this Section the Commission may make any vehicle wrap or advertisement where vinyl Regulations:... would cover the vehicle windows. (r) Regulating and controlling the advertising which is displayed on taxis;… V2006 Mar Approved by: Director (J. Hubbell), Manager (K. Cameron), Author (E. Anderson) Livery Transport Services Report to the Taxi Commission TC06-068 2006 July 21 Page 2 of 2 MAYFAIR TAXI LTD. – ADVERTISING APPLICATION The Applicant has indicated that the vinyl Social wrap prolongs the paint life of a vehicle and With respect to content, Administration protects against sun damage, minor recommends that the Taxi Commission rely abrasions and small stone chips, and is on the self-regulating standards established touted as actually protecting the paint in by Advertising Standards Canada. The ASC accidents where the vehicle may be dented. Code of Advertising Standards requires that advertisers: The intent of Cab Wrap Media is to partner with the local brokerages, contracting to • Display only advertising copy that is of provide a different and specific advertising an acceptable, high moral standard campaign to each brokerage. Lending the and is not contrary to public order and program to provide enhanced brokerage good taste…; identification, this would enhance customer service. Although Cab Wrap Media has not Environmental entered into an agreement with the local No implications are identified. brokers regarding using the vehicles as an advertising medium, Attachment 2 does Economic (External) indicate Mayfair Taxi Ltd.’s interest in this A share of the advertising revenue will flow to possibility. the taxi/limousine partner, thereby improving their business finances. Canada CabAds Inc.: Canada’s CabAds Inc. of Edmonton, AB is BUSINESS PLAN/BUDGET IMPLICATIONS requesting permission to market advertising No implications are identified. on Mayfair taxis in Calgary. The advertising hardware to be affixed to the taxi is RISKS manufactured by a U.S.-based company, D&F If the Taxi Commission establishes clear Advertising, of Las Vegas. Pictures of the 3- direction regarding consumer protection and sided signs, which are attached to the roof of public safety, the risks associated with the the vehicle and which double as a top light, Cab Wrap Media and Canada’s CabAds Inc. are provided in Attachment 3. proposals lie with Cab Wrap and CabAds and the operators of the taxi. IMPLICATIONS ATTACHMENT 1. Letter from Len Bellingham, Mayfair Taxi General Ltd., dated 2006 June 30 When considering advertising on taxis, the 2. Letter from Kelly Hilton, President, Cab Taxi Commission should base its decision on Wrap Media, dated 2006 June 01 the following considerations: 3. Submission from Canada CabAds Inc. • Consumer protection, to ensure community standards for advertising content are met; • Public safety, to ensure that the signage can be safety affixed to the vehicle and withstand adverse weather and accident conditions. V2006 Mar Approved by: Director (J. Hubbell), Manager (K. Cameron), Author (E. Anderson)