The City of Santa Monica has spent decades cultivating a visually appealing, pedestrian-friendly community. A new proposal to bring full-motion digital billboards to the city’s downtown threatens to undermine that progress. These signs would not only clash with the character of the area, but also violate the city’s longstanding ban on off-site advertising.

Since 1985, Santa Monica has prohibited off-site advertising to protect its streetscapes from visual clutter. That ban includes all billboards not located directly on the site of the business being advertised. The law does not differentiate between static and digital formats. Digital billboards, no matter how sleek or animated, are still billboards—and they are clearly prohibited.

The proposal, framed as a “pilot program,” would allow two large digital billboards to be installed downtown. Each sign would measure up to 14 feet wide, wrap around corners to be visible from multiple building faces, and could display full-motion video. Supporters argue these signs could enhance wayfinding and support economic development. In reality, these signs would open the door to commercial messaging that the city explicitly banned decades ago.

This isn’t just a matter of signage, it’s a matter of principle. Allowing digital billboards would erode the public trust and set a dangerous precedent. Furthermore, the dangers associated with digital billboards go beyond aesthetics. A growing body of research confirms that these signs create real safety risks for drivers, cyclists, and pedestrians:

• Crash rates increase by 25 to 29 percent near digital billboards compared to control sites.
• In simulator and on-road studies, drivers exposed to digital billboards demonstrated slower reaction times, increased errors, and more risky behaviors such as tailgating and speeding.
• Fifty percent of drivers surveyed said they had been distracted by a billboard, and 22 percent reported being put in a dangerous situation because of it.
• Eye-tracking research shows that digital billboards capture and hold a driver’s attention longer than static signs, pulling focus away from the road.

These risks are well documented and cannot be ignored in a community that prioritizes safety and quality of life.

Permitting digital billboards downtown would have lasting consequences:

• Safety: More crashes, injuries, and potential fatalities on city streets.
• Scenic quality: The character of Santa Monica’s streetscapes would be disrupted by bright, ever-changing signs.
• Precedent: Weakening the sign code now could lead to even more aggressive advertising in the future.

Scenic America urges city leaders to uphold the law, honor the community’s values, and reject this proposal. Santa Monica has long stood as a model for preserving scenic character in a busy urban setting. That legacy is worth defending.