Monaco is undergoing a significant transformation in its advertising landscape, replacing traditional billboards with energy-efficient digital displays. This initiative, led by the Mairie de Monaco, aims to enhance the city’s aesthetics, reduce visual clutter, and promote sustainability, all while maintaining a steady revenue stream for community programs.
The modernization plan was unveiled on Friday, February 6th, by Mayor Georges Marsan alongside Georges Gambarini, Municipal Councillor and Delegate to the Signage and Advertising Department. A major aspect of this initiative is the removal of 600 square metres of traditional advertising spaces as part of an urban beautification and environmental improvement strategy.
By 2026, advertising spaces in the Principality will be limited to 350 square metres, with primary locations including Princess Charlotte Boulevard, Boulevard d’Italie, Avenue du Port, and Boulevard Rainier III. The transition involves a gradual removal of large billboards, with 17 already dismantled in January 2025 and another six scheduled for removal in 2026.
To counterbalance the reduced billboard presence, the Mairie is implementing innovative digital advertising solutions. Strategically placed pedestrian-friendly digital screens will optimize communication while consuming minimal energy. These include a 4.6m² LED display at Monaco’s eastern entrance near Testimonio II and a 1.7m² double-sided LED screen on Rue Princesse Caroline. Designed to be more efficient, these screens consume significantly less energy than conventional digital media.
This advertising overhaul aligns with Monaco’s commitment to sustainability. The Mairie has introduced an updated environmental charter that follows the vision of Prince Albert II and the Communal Council. The new digital advertising panels integrate energy-efficient LED technology, offering lower energy consumption, reduced carbon emissions, and increased longevity. Features such as automatic brightness adjustment minimize light pollution, while modular repairability extends the lifespan of these digital displays. Additionally, underground pedestrian galleries will house new advertising spaces, further reducing visual impact at street level.
“As guardians of Monaco’s quality of life, we are committed to ensuring harmonious urban integration,” said Mayor Georges Marsan. “Our goal is to declutter the visual environment while adopting less energy-intensive LED panels.”
Municipal advertising generates approximately €2 million annually, funding essential services such as elderly care, cultural programs, and community projects. This modernization effort not only maintains financial support for these initiatives but also ensures advertising remains an effective tool for businesses, associations, and public services.
Georges Gambarini emphasized the role of advertising in supporting community life: “The revenue from advertising plays a key role in our municipal budget, funding important local projects. Additionally, we are introducing dedicated spaces for local associations to ensure they gain the visibility they deserve.”
To distinguish public announcements from commercial promotions, the Mairie will implement separate signage, reinforcing its commitment to a well-organized and sustainable advertising model that benefits the entire community.
With these innovations, Monaco continues to position itself at the forefront of urban sustainability, integrating modern technology to create a cleaner and more visually appealing cityscape.