Assessing Visual Pollution: The Impact of Urban Outdoor Advertisements in Addis Ababa, Ethiopia

Abstract

Urban visual pollution, mainly driven by outdoor advertisements, is becoming increasingly prevalent in built environments. While urban visual pollution and outdoor advertising have been thoroughly examined in the Global North, less is known about these issues in the Global South. Therefore, this study examines the prevalence and impact of outdoor advertising in Addis Ababa, Ethiopia, focusing on both its forms and the perceptions of residents and commuters. The study employed key informant interviews, field observations, and surveys. The results show a significant increase in outdoor advertisements with 78% of respondents noting a recent rise and 62% feeling overwhelmed by their abundance. Additionally, the study reveals the negative effects of outdoor advertisements on urban aesthetics, as 82% of respondents believe these advertisements diminish the visual appeal of the city. The study underscores the perception of visual pollution, particularly in densely populated areas, where advertising clutter compromises the urban environment. Key contributing factors include a lack of regulation, poorly placed outdoor advertisements, inconsistent design, excessive size and brightness, and overcrowding. This study suggests the need for improved regulatory frameworks and community engagement in outdoor advertising to enhance the visual quality of urban spaces in developing countries like Ethiopia.