Institutional portal - Municipality of Milan

Milan, January 31 2023 — The rules for advertising installations in the city are updated. The City Council approved, in the meeting on Monday 30 January, the changes to the regulation of the capital fee for concession, authorization or advertising display and to the related price list, in force from 2021, both for temporary advertising, lasting less than one year, and for the permanent one.

With the resolution, proposed by the Council and approved by the Chamber of Palazzo Marino, the calculation of the fee for advertising displays is simplified, consisting of a basic rate to which various coefficients are applied, which take into account the format, position, visual impact and duration. For permanent advertising, the annual rate is confirmed at 19,63 euros per square meter, for temporary advertising and public billboards, the fee is quantified on the actual days of exposure and no longer on a monthly basis as has happened until now. By reducing or increasing the tariff, a "seasonality coefficient" is introduced for the first time, calculated on the flows of tourists and the presence of citizens and city users, different during the year: in this way you will have, for example , a 5% increase in May and December and a 26% discount on the rent in August.

In consideration of the growth of the city in the last decade, the maximum surface area that can be authorized to display advertising messages, which has remained at 2009 square meters since 308.000, has been updated: it increases by 61.600 square metres. Posters, maxi posters, scaffolding sheets, banners, LED walls, shop signs and banners can be displayed in Milan for a total of almost 370.000 square metres. This surface may be further increased in the event of events of particular international importance.

Taking Milan's development into account will also be the updating of the list of streets and squares in the "special category", i.e. of particular value for centrality, commercial value and flows of people, for which an increase of up to 150% can be applied of the tariff: it includes around 500 streets, less than 15 percent of the city streets, and has not been changed since 1994. With its decision the City Council gave the Council a mandate to take action, "taking into account - we read in the resolution - that the neighborhoods and streets of the city undergo continuous transformations".