Fees For Advertisements in the Right-of-Ways of Public Roads Incurred by a Given Bank Brand in Poland

Abstract

This article aims to present the diversity in the rates of fees for advertisements on selected bank buildings located in the right-of-way, as well as the manner of calculating them. The research covered fees, incurred by a selected bank brand, for advertisements placed on all outlets of the bank in the area of the entire country in terms of the location of the buildings, means of establishing fees, rate of the basic fee, as well as costs incurred by the bank for placing advertisements in the right-of-way according to the state at the end of 2014. Currently, one can distinguish a few means of right-of-way occupation for which fees are collected, including: for the purpose of carrying out construction works, locating technical infrastructure equipment or buildings unrelated to the needs of road or traffic management, and for placing advertisements (outdoor advertising). The basic rate of payments for occupying the right-of-way by advertising results directly from the ordinances regarding roads passed by local government units or thematic regulation pertaining to national roads. The maximum basic rate is specified by law. This paper makes it possible to determine the scale of financial burdens incurred by a bank resulting from marking the outlets, as well as the differences in determining and calculating fees for signboards occupying the areas of right-of-ways among the many local road authorities.