The largest billboard in Portugal will be powered by electricity diverted from the public grid for more than six months, ie reported to CNN. E-Redes had even interrupted the service twice, which could be a “recurrence of energy misappropriation”. The company denies the allegations and guarantees that “it has already paid E-Redes more than €65,000 of Lisbon Gate energy consumption”.
the panel in question, Lisbon Gate, which the dealership DreamMedia advertises as “the largest digital advertising panel in Portugal”, is 25 meters long and eight meters high, with a total of 200 square meters of LED area, and was the operation is for six months at no cost to the company. Off agreement with CNN, he would be maintaining a branch of an aerial network, despite the fact that all the equipment necessary to proceed with an electricity supply contract has been installed on site, meter first.
While making a complaint, the Energy Services Regulatory Authority (ERSE) requested an inquiry, became aware of the situation and asked the electricity distribution network, E-Redes, to assess the conditions for the supply of electricity . E-Redes was on site on August 6th and confirmed that there was a state of appropriation, but the supply could not be cut off promptly as the current instantaneous values were too high. They managed to do that on 23 August. The distributor reported that “energy supply has already been interrupted twice” and reported “a recurrence of energy misappropriation”.
In a statement, DreamMedia he denies that the public network has been appropriated to power the panel in question. The company explains that it “found, at that location, a licensed advertising panel, for over 30 years in operation” and, at the time of its installation, “the panel operated with electricity”. “The current panel is legal and has an active contract”, asserts DreamMedia.
Moreover, the company felt “instability in electric power” and, as it says, “started a process with E-Redes to increase the available capacity”, indicating that the process ” has been going on for about a year”. “At the suggestion of the panel supplier, we put in a generator to avoid damage to the infrastructure while we wait for the process to end. currently, the panel is fully operational”, he says.
The Observer DreamMedia questioned the statements of E-redes, which states that this is a “misdirection of energy”, and, through a statement, the company guarantees that “it has already paid more than €65,000 of energy consumption at the Lisbon Gate” .
“Before receiving the equipment, DreamMedia asked E-Redes to confirm the possibility of the power increase, after receiving a positive opinion on 11/18/2022. DreamMedia therefore rejects any attempt to associate its name with irregular practices”, the company also claims.
DreamMedia also guarantees that “delays and instability in the supply of energy to the panel are the result exclusively of operational failures and delays on the part of E-Redes, who recognized the validity of the infrastructure only after a technical dispute lasting 9 months and did not E -Redes notice to the company never to turn off the equipment during the process”.
[Notícia atualizada com a resposta e comunicado da DreamMedia]
What are the implications of energy theft for corporate responsibility in advertising?
Interview Between Time.news Editor and Energy Expert
Editor: Welcome to Time.news. today, we’re diving into a rather controversial topic—the largest billboard in Portugal, which has been powered by electricity siphoned from the public grid for over six months. Joining us is Dr.carlos Mendes, an energy economist and sustainability expert.Dr. Mendes, thank you for being here.
Dr. Mendes: Thank you for having me. It’s great to discuss such a pressing issue.
Editor: Let’s get right into it. The fact that this billboard has been operating on stolen electricity raises some serious ethical questions. What does this say about the intersection of advertising, energy consumption, and corporate responsibility?
Dr.Mendes: It’s a complex issue. on one hand, it highlights the lengths to which companies might go to cut costs and maximize profits. On the other, it raises questions about the regulatory frameworks in place to prevent such actions.It indicates a significant oversight in monitoring energy consumption for commercial enterprises.
Editor: Speaking of regulation, how do you believe the authorities should respond to such incidents? Are existing laws sufficient to deter this type of misconduct?
Dr. Mendes: Currently, many countries, including Portugal, have laws addressing energy theft, but enforcement can be lax. Authorities must strengthen penalties for companies that steal energy, as this not only impacts the economy but the environment as well. Complete monitoring and auditing of energy usage in commercial advertising should be implemented to ensure compliance.
Editor: That makes sense. Now, let’s consider the broader implications. Such incidents could influence public perception of large corporations and their role in sustainability. Do you think this could damage trust between consumers and brands?
Dr. Mendes: Absolutely. In our current climate, consumers are increasingly aware of corporate ethics and sustainability practices.When brands engage in such blatant misconduct, it can lead to a backlash, damaging their reputation and customer loyalty.Openness is essential for businesses today.
Editor: In light of these events, how should the advertising industry approach sustainability? What practices would you recommend to avoid such pitfalls?
dr. Mendes: The advertising industry should adopt more enduring practices, like investing in renewable energy sources for their operations. Additionally, adopting energy efficiency standards and being obvious about energy use can set a positive example. Collaboration with local authorities on energy management programs could also foster better relationships.
Editor: Dr. Mendes, in your view, what can consumers do to hold companies accountable for their energy practices?
Dr.Mendes: Consumers hold a significant amount of power through their choices. They can support brands that prioritize sustainability and ethical practices. Additionally, voicing concerns through social media and demanding transparency encourages companies to operate responsibly. Activism can compel brands to rethink their approaches,leading to more ethical practices.
editor: Thank you, Dr. Mendes. This discussion has shed light on a critical issue that affects us all. It’s clear that both corporate responsibility and consumer awareness play vital roles in promoting sustainability in the advertising space.
Dr. Mendes: It was a pleasure discussing these vital topics with you. thank you for having me.
Editor: Thank you for joining us, and thank you to our audience for tuning in to this compelling conversation.Stay informed and engaged!