LRB-4441/1
ARG:jld:rs
2005 - 2006 LEGISLATURE
February 2, 2006 - Introduced by Representatives Gottlieb, Ballweg, Friske,
Jensen, LeMahieu, Mursau, Musser, Ott, Richards, Schneider, Sheridan,
Towns and M. Williams, cosponsored by Senators Stepp, Grothman, Plale,
Leibham, Olsen and
Reynolds. Referred to Committee on Transportation.
AB985,1,4
1An Act to amend 84.30 (4) (b) 1.; and
to create 84.30 (4) (bm) of the statutes;
2relating to: multiple or variable messages on off-premises outdoor advertising
3signs along interstate and federal-aid primary highways and granting
4rule-making authority.
Analysis by the Legislative Reference Bureau
The federal Highway Beautification Act requires states to restrict advertising
along interstate and federal-aid primary highways, and current state law
incorporates these requirements. Current law prohibits, with certain exceptions,
the erection or maintenance of outdoor advertising signs within 660 feet of, or beyond
660 feet but visible (and erected for the purpose of being visible) from, the
main-traveled way of an interstate or federal-aid primary highway. Exceptions to
this prohibition include (with some restrictions):
1. Directional and other official signs.
2. Signs advertising activities conducted on the property on which the signs are
located (on-premises signs).
3. Signs located beyond 660 feet of the highway in urban areas.
4. Signs located in "business areas," which generally are areas within 660 feet
of the highway that are zoned for business, industrial, or commercial activities or are
unzoned and used for commercial or industrial activities. These signs erected after
March 18, 1972 (off-premises business area signs), must comply with certain size,
lighting, and spacing requirements.
Under current law, off-premises business area signs may not contain flashing,
intermittent, or moving lights, except those signs giving public service information.
On-premises signs may include electronic signs if permitted by rule by the
Department of Transportation (DOT), but off-premises business area signs
generally may not.
Under this bill, off-premises business area signs may contain multiple or
variable messages, including messages on louvers that are rotated and messages
formed solely by use of lights or other electronic or digital displays. These messages
may be changed by any electronic process, but each change of message must be
accomplished in one second or less and each message must remain in a fixed position
for at least six seconds. Traveling messages and segmented messages are prohibited.
In addition, by rule, DOT may prohibit or restrict the illumination of messages to a
degree of brightness that is greater than necessary for adequate visibility.
For further information see the state fiscal estimate, which will be printed as
an appendix to this bill.
The people of the state of Wisconsin, represented in senate and assembly, do
enact as follows:
AB985, s. 1
1Section
1. 84.30 (4) (b) 1. of the statutes is amended to read:
AB985,2,52
84.30
(4) (b) 1. Signs which contain, include, or are illuminated by any flashing,
3intermittent, or moving light or lights are prohibited, except
those specified in par.
4(bm) and those giving public service information such as time, date, temperature,
5weather, or similar information.
AB985, s. 2
6Section
2. 84.30 (4) (bm) of the statutes is created to read:
AB985,2,107
84.30
(4) (bm) Signs may contain multiple or variable messages, including
8messages on louvers that are rotated and messages formed solely by use of lights or
9other electronic or digital displays, that may be changed by any electronic process,
10subject to all of the following restrictions:
AB985,2,1111
1. Each change of message shall be accomplished in one second or less.
AB985,2,1212
2. Each message shall remain in a fixed position for at least 6 seconds.
AB985,2,1313
3. The use of traveling messages or segmented messages is prohibited.
AB985,3,3
14. The department, by rule, may prohibit or establish restrictions on the
2illumination of messages to a degree of brightness that is greater than necessary for
3adequate visibility.
