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The City of Delano's public transportation system, Delano Area Rapid Transit (hereinafter referred to as “DART”) will accept limited advertising on and in its vehicles, at designated areas within its transit facilities and at other transit sites as it deems appropriate to the following guidelines:

I. Purpose and Intent

The purpose of this policy is to create definite, uniform standards for the display of advertising on DART buses, bus shelters and any and all other forums owned, leased, controlled or operated by DART.  It is DART’s policy that any and all forums for advertising under this policy are not public forums for political discourse or expressive activity. These areas are not intended to provide a forum for all types of advertisements, but only the limited advertisements accepted under the policy. All advertising shall be subject to this uniform, viewpoint-neutral policy.


It is DART’s declared intent and purpose to take into account interests which are of importance to the operation of the DART system. These interests include:


A. Maximizing revenues by advertising;

B. Maintaining an orderly administration and operation of DART’s transportation system, which includes maximizing revenues by attracting and maintaining the patronage of passengers;

C. Maintaining the safety of passengers;

D. Protecting minors who travel on the DART system; and

E. Avoiding any potential identification of DART with the viewpoints expressed in advertisement on transit property.


DART reserves the right to amend these policies and standards at any time.  Any revisions or amendments to this policy will be in writing and supplied to all advertising contractors. Any member of the public may obtain a copy of these standards at any time, upon request.

II. Advertising Standards and Restrictions

A. Permitted Advertising Content

It is the intent of DART to permit commercial advertising for products and services.  All commercial and promotional advertising must meet or exceed high quality standards of art and design as exemplified in the industry and as determined by DART or its authorized Advertising Contractor as defined herein.

  1. Commercial and Promotional Advertising.  Commercial and promotional advertising promotes or solicits the sale, rental, distribution or availability of goods, services, food,  entertainment, events, programs, transaction, donations, products or property for commercial purposes or more generally promotes an entity that engages in such activity.

  2. Disclaimer. DART reserves the right, in all circumstances, to require an advertisement to include a disclaimer indicating that it is not sponsored by, and does not necessarily reflect the views of DART.

  3. Additional Requirement. Any advertising in which the identity of the sponsor is not readily and unambiguously identified must include the following phrase to identify the sponsor in clearly visible letters (no smaller than 72 point type for exteriors and 24 point type for interiors):  “Advertisement paid for by [Sponsor s Name].”

  4. Government Use. DART reserves the right to utilize any areas it has deemed appropriate for advertising pursuant to this policy for its own promotional purposes, including, but not limited to, the promotion of city-sponsored events, or to permit use by other governmental agencies for the promotion of local governmental services.

B. Prohibited Advertising Content

DART intends that its advertising venues constitute nonpublic forums that are subject to the viewpoint-neutral restrictions set forth below.  Certain forms of paid and unpaid advertising will not be permitted for placement or display on or in DART property.  No advertisement will be displayed or maintained if the advertisement or information contained in it falls within one or more of the following categories:

  1. False, misleading, or deceptive commercial speech.  This advertisement proposes a commercial transaction, and the advertisement, or any material contained in it, is false, misleading, or deceptive.

  2. Unlawful goods or services.  This advertisement, or any material contained in it, promotes or encourages, or appears to promote or encourage, the use or possession of unlawful or illegal goods or services under local, state, or federal laws.

  3. Unlawful conduct.  The advertisement, or any material contained in it, promotes or encourages, or appears to promote or encourage, unlawful or illegal behavior or activities under local, state or federal laws.

  4. Endorsement.  The advertisement, or any material contained in it, implies or declares an endorsement by DART of any service, product or point of view, without prior written authorization of DART (through its Director).

  5. Obscenity or Nudity.  Contains any nudity, obscenity, sexual content, sexual excitement, or sadomasochistic abuse as those terms defined in California State statutes.

  6. Prurient sexual suggestiveness.  The advertisement contains material that describes, depicts, or represents sexual activities or aspects of the human anatomy in a way that the average adult, applying contemporary or community standards, would find appeals to the prurient interest of minors or adults in sex.

  7. Tobacco.  The advertisement promotes the sale or use of tobacco or tobacco-related products.

  8. Alcohol, Marijuana, and Regulated Substances.  Advertising that promotes the sale or use of beer, wine, distilled spirits, alcoholic beverages, or any substance licensed and regulated under California law; however, this prohibition shall not prohibit advertising that includes the name of a restaurant that is open to minors.

  9. Firearms.  Advertisement that promotes or solicits the sale, rental, distribution or availability of firearms or firearms-related products.

  10. Demeaning or disparaging.  Advertising that includes language, pictures, or other graphic representations that are derogatory or defamatory of any person or group because of race, color, national origin, ethnic background, age, disability, ancestry, marital or  parental status, military discharge status, source of income, religion, gender or sexual orientation.

  11. Profanity.  The advertisement contains profane language.

  12. Violence.  The advertisement contains and image or description of graphic violence or the depiction of weapons or other implements or devices associated in the advertisement with an act or acts of violence or harm on a person or animal.

  13. Adult-oriented goods or services.  The advertisement promotes or encourages, or appears to promote or encourage, adult book stores, nude dance clubs and other adult entertainment establishments, adult telephone services, adult Internet sites and escort services.

  14. Political.  Advertisement promoting or opposing (i) a political party; (ii) the election of any candidate or group of candidates for federal, state or local government offices; (iii) any legislation, initiative, referendum or ballot measure; or (iv) a political action committee, political campaign or political philosophy.

  15. Public Issue.  Advertising expressing or advocating an opinion, position, or viewpoint on matters of public debate about economic, political, religious or social issues.

  16. Harmful or Disruptive to Transit System.  Any material that is so objectionable under contemporary community standards as to be reasonably foreseeable that it will result in harm to, disruption of or interference with DART’s transportation system.

III. Advertising Program and Administration

A. Administration.

DART shall select an Advertising Contractor who shall be responsible for the daily administration of DART’s advertising program, in a manner consistent with these guidelines.  DART shall designate the Transit Manager to be the primary contact for DART with the Advertising Contractor.

B. Procedure.

The Advertising Contractor shall review each advertisement submitted for display on or in DART's property to determine whether the advertisement falls within the adopted standards and guidelines.  If it appears the advertisement may be questionable; the Contractor shall notify the Transit Manager at DART before the advertisement is approved and installed.

  1. The Transit Manager will review the advertisement to determine whether the advertisement meets the adopted standards and guidelines set forth in Section II of this policy.

  2. If the Transit Manager determines that the advertisement does not meet the adopted standards and guidelines, or where there is uncertainty as to whether or not a particular advertisement meets such guidelines, the Transit Manager shall refer the matter to the Public Works Director for a determination.  If the Public Works Director finds the advertisement does not violate the standards, he or she will inform the Transit Manager who will advise Contractor of determination.  The Public Works Director is the final authority.

C. Execution.

All advertising displayed on the DART system shall be authorized by a fully executed Transit Advertising Contract, by and between the City of Delano and the Advertiser.


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