ENVIRONMENTAL IMPACTS OF OUTDOOR ADVERTISING: A STUDY OF OSUN STATE, NIGERIA

Abstract

This study explored the environmental impacts of outdoor advertising in Osun
State, with a focus on visual pollution, aesthetic degradation, and regulatory challenges. It
addressed a research gap in understanding the perceptions and implications of outdoor
advertising in a developing context. Using a quantitative research design, data were collected
through structured questionnaires from a stratified sample of 400 residents to ensure
representative participation from various demographics. Structured questionnaires collected
data on public perceptions and awareness, and descriptive statistics were employed to analyse
the findings. The results revealed a widespread public perception of outdoor advertising as a
source of visual pollution and a significant disruptor of environmental aesthetics. Respondents
identified low public awareness and ineffective regulatory enforcement as critical challenges.
Despite the presence of environmental regulations, their impact was perceived as minimal,
reflecting weak implementation frameworks and limited public engagement. This research
contributes to knowledge by highlighting the interplay between public perceptions and
regulatory effectiveness in addressing outdoor advertising pollution. It underscores the need
for enhanced public awareness, stronger enforcement mechanisms, and sustainable advertising
practices. The study’s findings have significant implications for urban planning and policy
development, offering actionable recommendations for creating visually harmonious urban
environments. Future research should investigate the economic impact of advertising
regulations and explore the effectiveness of policy interventions in mitigating visual pollution.