2. In these Regulations, unless the context otherwise requires -

"advertisement" means any visual form of advertising exhibited or displayed on any hoarding, structure, apparatus or device erected on, in or over any premises and visible from any street or building (whether or not first exhibited, displayed or erected before the commencement of these

Regulations), and includes any advertisement projected onto any external surface of a building or structure by light or any other means;

"balloon" means a tethered balloon or similar object;

"building line" means the regular line of a street and includes a line prescribed by the Competent Authority on either side of a street beyond which no building abutting such line shall traverse;

"electronic billboard" means any frame or panel specially designed for displaying advertisements consisting of visual moving pictures by electronic means that is -

(aJ affixed onto any premises and visible from any street or adjacent premises;

(bJ erected on or over any premises and visible from any street or adjacent premises; or

(cJ erected within any premises;

532

"signboard" means a display of the name, registered trade mark or nature of the business of any person in the form of a notice or sign printed, painted, carved, engraved or otherwise delineated on or affixed to any place or premises and visible from any street or building which exceeds one-half of a square metre in area which contains only all or any of the following-

{a} a reference to the identification or description of the place or premises;

{bJ a reference to the identification or description of any person residing or carrying on business at the place or premises;

{cJ particulars of any business carried on at the place or premises;

{dJ such directions or cautions as are usual or necessary relating to the place or premises or any business carried on thereat;

{e)

particulars or notifications required or permitted to be displayed by any written law;

{fJ particulars relating to any service provided at the place or premises;

"site" means any land or building, other than an advertisement, on which an advertisement is displayed;

"sky sign" means any erection consisting of a frame, hoarding, board, bar, pillar, post, wire or any combination of such things, or any erection of a like nature, or any visible object which floats or is kept in position by wire or any other flexible attachment, which is displayed for the purposes of any business in such a position as to be conspicuously visible against the sky and from any street or building.

{2)

Any reference in these Regulations to a person who exhibits an advertisement, electronic billboard, signboard or sky sign shall be construed as a reference to the person himself or by his employee or agent exhibits or causes to be exhibited the advertisement, electronic billboard, signboard or sky sign, and shall include -

533

{a} the owner and occupier of the land or building on which the advertisement, signboard or sky sign is exhibited; and

{b} any person to whose goods, trade business or other concern publicity is given by the advertisement, electronic billboard, signboard or sky sign.

Application for written approval.