Red-and-yellow signs prompt scrutiny over heritage rules

Several shops with large signs featuring a red background and yellow lettering have emerged across multiple districts in Macau, including within the architectural complex on Avenida de Almeida Ribeiro – a designated cultural heritage structure – prompting public controversy.

The recently appeared signs featuring a red background and yellow text have sparked online criticism, with some questioning whether they violate the authorities’ guidelines for the installation of advertising signs in designated immovable properties.

This set of rules governs the installation of advertising signs on “designated cultural heritage properties,” stating that “the installation of advertising signs, especially regarding quantity, location, color, and material, must harmonize with the surrounding buildings and street landscape.”

In response to the situation, Deland Leong, president of the Cultural Affairs Bureau (IC), stated to the media earlier this year that the bureau had not received any applications for the large red-and-yellow signs on Avenida de Almeida Ribeiro.

She referenced the relevant guidelines which outline requirements for the number and size of advertising signs in “specific streets or areas,” as well as for “monuments, buildings of architectural value, architectural complexes,” and “sites and buffer zones.” She urged businesses to consult these guidelines before proceeding with any renovations.

Additionally, concerning the rising number of large signs across various districts, a member of the Consultative Committee on Municipal Affairs noted that such signs significantly impact the city’s appearance, with fellow members expressing hopes that the bureau, which is responsible for issuing permits, would take this into account when reviewing applications.

According to the city’s current legal regulations, a permit is required to install advertising signs; particularly in cultural heritage property areas, the Municipal Affairs Bureau will consult with the IC after receiving an application to assess technical requirements.

Based on observations by the Times and photos shared on social media, the “red-background-yellow-text” sign installed on Avenida de Almeida Ribeiro appears to have been removed by what is believed to be store staff. As of late last week, no new sign has been installed at the store.

Speaking to the Times recently regarding the government’s proposed amendments to the city’s Advertising Activities Law, Keyvin Bi, vice-chairman of the Association of Advertising Agents, stated that in certain subtle areas, European advertisements effectively convey sponsorship information through small print, balancing aesthetic appeal with communication.

He referenced the M8 mall as an example, noting that it “employs beautiful colors on its building rooftops, serving as a positive illustration.” According to him, such advertisements “should not be banned.”

Returning to the context of large signs at cultural heritage buildings, Bi cited current laws stating that billboards are not permitted within a city’s World Heritage areas. The primary objective is to enhance the overall aesthetic appeal of the community. He emphasized that effective advertising should make the city more attractive, noting that “there are strict regulations governing the placement of signs in Macau, and decisions cannot be made arbitrarily.”

Bi suggested inviting experts to assess the impact of advertisements on such heritage regions, similar to the evaluation process for cultural and creative industry subsidies. In this process, professionals such as designers and architects could provide valuable opinions to help facilitate the realization of creative ideas.

He noted that as time evolves, it is important to preserve certain elements of culture and community.

“Preserving original cultural elements still holds significance. When chatting with people who used to live in the old historic district, they mention some of the old objects and papers that have been preserved, which are essential for maintaining historical memory,” he told the Times.

“The key is whether your advertisement or sign is in conflict with the community. Secondly, whether it can better integrate into this place and enhance the overall atmosphere of the community,” he emphasized.