Following the illegal billboards controversy, some Maltese companies have tried to come up with a new concept for advertising that will probably not only fail to soften the controversy, but will create an even bigger one.

The concept is that of inflatable floating adverts to be set up on water. They are being advertised through a newsletter circulating among hundreds of companies.

Contacted by this newspaper, Transport Malta said it has identified 45 beaches around Malta and Gozo as potential sites where floating billboards can be set up. 

A spokesperson for Transport Malta said that these billboards will be placed at “the perimeter of swimming zones” in a long list of potential beaches. The list includes very popular beaches in Malta, Gozo and Comino.

In fact, the list (see table) covers most of the Maltese beaches. Pristine sites such as the Santa Maria Bay in Comino, Selmun or Tal-Fekruna, Hondoqir-Rummien and Zonqor, will potentially have one or more of these billboards floating around.

The newsletter which is being circulated however includes other very popular swimming sites, namely the Blue Lagoon in Comino.

According to Transport Malta, the expression of interest was issued in September 2015. Out of the bidders, TM chose four operators and an agreement between the two parties will be signed in the coming days. Asked by this newsroom, Transport Malta opted not to divulge who are these companies.

Despite the large number of beaches earmarked for this eyesore, Transport Malta told The Malta Independentthat “there is a limit”. It is still unclear if the companies will have a limit on how many billboards can be put up by each one.

This newsroom tried to contact one of the operators to get a quote, but the contact person did not want to give the information.

A few days ago, illegal billboards across the island were slapped with a Cease and Desist notice by the Planning Authority ordering their removal. The enforcement notices target the advertisers, the owners of the illegal structures and the owners of the land upon which they are placed.