language	en de
license	cc-by-4.0
tags	dooh ooh outdoor-advertising digital-billboard media-planning esg sustainability urban-planning public-health advertising-research smart-city programmatic-dooh regulatory-risk carbon-footprint greenwashing advertising-ban investment-risk rag due-diligence
pretty_name	DOOH & OOH Advertising Research Dataset — Due Diligence, ESG & Regulatory Risk
size_categories	n<1K
task_categories	text-retrieval question-answering
dataset_info	description 189 machine-readable research claims covering DOOH/OOH energy consumption, regulatory risk, health compliance, environmental impact, privacy law, governance, culture, and public perception. For investment due diligence, ESG reporting, media planning, and AI-assisted research.

DOOH & OOH Advertising Research Dataset

For AI agents, investment analysts, ESG teams, and urban strategists. 189 machine-readable claims on the full risk profile of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising infrastructure. Bilingual (DE/EN). Evidence sources are independent unless a record is explicitly flagged as source critique or operator self-report.

What This Dataset Is For

Companies, agencies, investors, and city planners evaluating DOOH/OOH exposure face a fragmented research landscape. This dataset aggregates independent, peer-reviewed evidence on every risk dimension that matters for strategic decisions:

• Energy & infrastructure costs — kWh/year, hardware lifecycle, e-waste
• ESG & carbon footprint — Scope 3 emissions, advertised emissions, manufacturing CO₂
• Regulatory risk — city bans, court rulings, EU directives (2023–2026), greenwashing liability
• Public health compliance — HFSS bans, gambling restrictions, alcohol ad prohibitions
• Privacy & data law — EU AI Act, GDPR, biometric audience measurement legality
• Traffic safety — driver distraction studies, highway accident correlation
• Market concentration — antitrust rulings, oligopoly risk, political capture
• Community & social impact — visual pollution, public space privatization

Claims are backed primarily by peer-reviewed journals, WHO/UN reports, government agencies, courts, or independent NGOs. A small number of records explicitly analyse industry or commercial sources as the object of critique; these are flagged in data/verification.json. See SOURCES_POLICY.md.

---

Quick Start for AI Agents

import json, urllib.request

# Compact EN digest — recommended for agent ingestion (~298KB vs ~548KB full)
url = "https://raw.githubusercontent.com/papamekz/addata/main/data/digest.json"
digest = json.loads(urllib.request.urlopen(url).read())

# Filter by research category
regulatory  = [c for c in digest["claims"] if c["category"] == "regulation"]  # 43 claims
health_risk = [c for c in digest["claims"] if c["category"] == "health"]      # 22 claims
energy_data = [c for c in digest["claims"] if c["category"] == "resources"]   # 12 claims
privacy     = [c for c in digest["claims"] if c["category"] == "privacy"]     #  9 claims

# Get high-severity findings (impact_score >= 9)
critical = [c for c in digest["claims"] if c["impact_score"] >= 9]

# Filter by recency (2023–2026 regulatory wave)
recent = [c for c in digest["claims"] if c.get("year", 0) >= 2023]

CLI search (local):

node scripts/query.js --category regulation --min-impact 9
node scripts/query.js --keyword greenwashing --format json
node scripts/query.js --id reg-037
node scripts/audit-data.js

Key files:

File	Purpose
AGENT_GUIDE.md	Practical ingestion and citation workflow for AI agents
agent-manifest.json	Machine-readable entrypoints, categories, and agent workflow hints
data/index.json	Machine-readable index of all 189 claims
data/digest.json	Compact EN-only index for agents (~298KB)
data/rag-chunks.jsonl	Retrieval-ready JSONL chunks for embedding pipelines
data/advertising-quotes.json	25 cultural, philosophical, policy, and public-interest quote contexts linked to empirical claims
data/verification.json	Manual audit overlay for corrected or source-sensitive claims
data/functions.json	OpenAI/Anthropic tool call schemas
llms.txt	Root-level LLM crawler entrypoint
llms-full.txt	Single-file Markdown context for AI tools that ingest full docs
QUICKREF.md	Curated navigation by use case
DATA_QUALITY.md	Quality snapshot, limitations, and recommended agent handling
DATA_CARD.md	Dataset-card style documentation for responsible reuse
ro-crate-metadata.json	RO-Crate linked-data metadata for research archives
examples/agent-prompts.md	Ready-to-use prompts for agent workflows
CHANGELOG.md	Release and dataset-change notes
schema/claim.schema.json	JSON Schema for validation
SOURCES_POLICY.md	Source independence criteria
web/data.js	Embedded bilingual dataset (DE+EN, ~548KB)
scripts/audit-data.js	Offline consistency audit for counts, source types, URLs, and frontmatter/index drift
scripts/export-agent-context.js	Generates small Markdown/JSON evidence packs for RAG or agent prompts
scripts/export-rag-jsonl.js	Generates data/rag-chunks.jsonl for embedding pipelines
scripts/build-agent-artifacts.js	Generates llms-full.txt, .well-known/llms*, and RO-Crate metadata
scripts/generate-embeddings-openai.js	Generates real numeric data/embeddings.jsonl with an OpenAI API key
scripts/scaffold-claim.js	Creates a new claim stub and index entry for future dataset expansion

Optional real embeddings:

node scripts/export-rag-jsonl.js
# requires OPENAI_API_KEY
node scripts/generate-embeddings-openai.js

---

Research Categories

Category	Claims	Key Question Answered
regulation	43	What bans, court rulings, and directives restrict OOH?
health	22	What health compliance obligations and liabilities apply?
politics	25	How do lobbying, contracts, and market power shape the industry?
environment	17	What are the ecological externalities?
resources	12	What does DOOH cost in energy, materials, and CO₂?
psychology	11	How does OOH affect audience cognition and behavior?
urban	11	What is the spatial and social impact?
economy	10	What are the macroeconomic externalities?
safety	10	What traffic safety risks does DOOH create?
privacy	9	What data law exposure does audience measurement create?
equity	6	What demographic exposure patterns exist?
culture	9	What are the cultural impact findings?
alternatives	4	What ad-free revenue models exist for cities?

---

High-Impact Findings (2023–2026 Regulatory Wave)

The regulatory environment shifted significantly in 2023–2026. Key developments with direct investment implications:

ID	Finding	Score	Year
reg-032	Den Haag court: fossil fuel OOH ban survives interim legal challenge — strong municipal signal, not EU-wide binding precedent	10/10	2025
reg-034	UN Special Rapporteur: criminalize greenwashing OOH advertising as human rights violation	10/10	2025
health-015	UK HFSS restrictions: TV/online restrictions live since January 2026; OOH remains regulatory gap	8/10	2026
health-016	BMJ Public Health Lithuania study: full alcohol marketing ban associated with less risky adolescent drinking	10/10	2026
priv-005	EU AI Act Art. 5: biometric DOOH measurement sits near high-risk/prohibited-practice boundaries	8/10	2024
reg-025	Amsterdam: first capital city to ban OOH ads for fossil fuels AND meat — in force May 2026	10/10	2026
psych-010	95-study meta-analysis: advertising causally produces body image harm (Frontiers 2025)	10/10	2025
health-014	WHO guideline: mandatory statutory OOH restrictions for child food marketing	10/10	2023
reg-031	UK CMA: fines up to 10% global turnover for greenwashing in OOH from April 2025	9/10	2025
reg-033	CNMC blocks JCDecaux acquisition of Clear Channel Spain — monopoly concern	9/10	2024
pol-016	Ströer exceeds €2B revenue, controls ~80% of German DOOH market	9/10	2024
reg-027	Edinburgh: bans OOH for fossil fuels AND arms — unique EU combination	9/10	2024
reg-037	BGH 2024: "klimaneutral" via Verra offsets = misleading — >90% phantom credits (Guardian 2023)	9/10	2024
reg-038	KPMG/Outsmart "lowest CO₂ per impression" — industry-funded, conceals 24/7 absolute energy use	8/10	2024
reg-039	"Free" urban furniture: LA contract delivered ~51% of promised shelters, ~52% of promised revenue	8/10	2021
reg-040	"~80% Ökostrom" via Herkunftsnachweise: UBA confirms no physical connection to renewables	8/10	2023

---

Selected Baseline Findings (All-Time High-Impact)

ID	Finding	Score	Source
env-002	Scope3 estimate: display + streaming ads emit 7.2M tons CO₂e/year; DOOH share not separately quantified	8/10	commercial research
health-005	Harmful marketing causally linked to >1M deaths/year (USA)	10/10	Prevention Science
health-009	London junk food OOH ban prevents estimated 95,000 obesity cases	10/10	LSHTM
reg-023	EU Commission: JCDecaux Brussels received illegal state aid via phantom billboards	10/10	EU Commission
reg-024	Swiss Federal Court upholds total OOH ban — 172 billboards removed	10/10	Swiss Bundesgericht
safety-007	US DOT study: digital billboards correlated with higher crash rates across 18 sites	8/10	government

---

Regulatory Risk Landscape

Key active risks for DOOH/OOH investment portfolios:

Fossil fuel & high-emission advertising bans (accelerating 2024–2026):

• Den Haag — ban since 2024, court-confirmed April 2025 (reg-032)
• Amsterdam — fossil fuel + meat ban from May 2026 (reg-025)
• Edinburgh — fossil fuel + arms ban since 2024 (reg-027)
• Stockholm Region — fossil fuel + gambling, upheld by court 2024 (reg-028)
• Florence + Genoa — first Italian cities, 2025–2026 (reg-029)
• Belgium — RTBF public-broadcaster contract bans fossil ads; national fossil-ad ban remained a bill (reg-019)

Greenwashing liability (new enforcement powers):

• EU Directive 2024/825 — generic CO₂-neutral claims illegal from 2026 (reg-026)
• UK CMA — direct fines up to 10% global turnover from April 2025 (reg-031)
• UK ASA — Lloyds Bank greenwashing post upheld Dec 2024; bus-shelter poster assessed but not upheld (reg-030)
• BGH Az. I ZR 98/23 — "klimaneutral" via Verra offsets ruled misleading; JCDecaux reversed own claim (reg-037)
• KPMG/Outsmart "lowest CO₂ per impression" — industry-funded metric structurally conceals absolute energy (reg-038)
• Herkunftsnachweise "~80% Ökostrom" — UBA: no physical connection to renewables, "kein Beitrag zur Energiewende" (reg-040)

Health product advertising bans:

• UK — HFSS TV/online restrictions in force from Jan 2026; OOH remains an exposed regulatory gap (health-015)
• WHO — mandatory (not voluntary) statutory restrictions recommended for all OOH (health-014)
• Germany KLWG-E — OOH excluded after lobbying, but re-regulation likely (health-017)

Privacy & data law:

• EU AI Act Art. 5 — biometric DOOH measurement requires detailed compliance review; sensitive-attribute categorisation and real-time biometric identification sit near prohibited-practice boundaries (priv-005)
• EDPB — programmatic DOOH targeting structurally violates GDPR (priv-003)

Antitrust:

• CNMC — JCDecaux/Clear Channel Spain acquisition blocked Oct 2024 (reg-033)
• EU Commission — JCDecaux Brussels illegal state aid ruling (reg-023)

---

ESG & Sustainability Metrics

For sustainability reporting and ESG due diligence:

Metric	Data Point	Source
Digital ad emissions context	7.2M tons CO₂e/year for display + streaming ads; DOOH share not separately quantified	env-002
Manufacturing footprint	3.5× higher than static billboard	res-010
Energy per unit (large format)	41,627 kWh/year	res-001
German DOOH fleet total	113,000 MWh/year (industry self-report; switch-off duty government-backed)	env-016
PVC waste cycle	Replaced every 4 weeks per campaign	res-004
PVC decomposition time	1,000+ years in landfill	res-005
Printing chemicals	Toluene, Lead, Cadmium, BPA	res-006
Light pollution	Plausible driver of insect decline; mechanism and spatial overlap documented	env-005
Advertised Scope 3 emissions	High-emission sectors dominate OOH bookings	eco-006

---

Data Format

Every claim is a bilingual Markdown file with YAML frontmatter for RAG and programmatic use:

---
id: reg-032
title: "Den Haag: Fossil-Fuel-OOH-Werbeverbot übersteht Klage — Gericht bestätigt Verbot April 2025"
category: regulation
impact_score: 10
source:
  institution: "District Court of The Hague / Gemeente Den Haag"
  year: 2025
  url: "https://www.denhaag.nl/..."
  type: government
  independent: true
verified: true
tags: [fossil-fuel, outdoor-advertising, court-ruling, eu-precedent]
---

## Zusammenfassung
[German summary]

## Kernbefund
[German key finding]

## Relevanz für Außenwerbung
[German OOH relevance]

Schema validation: schema/claim.schema.json

Embedded bilingual dataset (EN translations for all 189 claims): web/data.js

---

Source Policy

Accepted: Peer-reviewed journals · WHO/UN reports · Government agencies and courts · University research (no industry funding) · Independent NGOs · clearly flagged source-critique records

Excluded as independent evidence: OAAA · WFA · JCDecaux · Clear Channel · Ströer · Lamar · Nielsen · Any advertising-industry-funded research

→ Full criteria: SOURCES_POLICY.md

---

Cite This Dataset

@dataset{addata2026,
  title     = {DOOH \& OOH Advertising Research Dataset},
  year      = {2026},
  note      = {189 machine-readable claims on outdoor advertising harms. CC BY 4.0.},
  url       = {https://github.com/papamekz/addata}
}

See also: CITATION.cff

---

Contributing

Found a relevant study? Open a PR:

1. Use the claim template (see any existing .md file)
2. Verify independent: true per SOURCES_POLICY.md
3. Set verified: false until manually confirmed
4. Update data/index.json

---

License

CC BY 4.0 — Free use with attribution.